McDonald's has pulled a holiday advertisement made via Artificial Intelligence following receiving significant criticism on social media.
The 45-second spot was developed via generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident represents an important learning as we investigate the appropriate application of Artificial Intelligence," commented a representative from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly during the holidays, under the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a growing trend among major brands, notably for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips created with generative AI are susceptible to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the advertising industry, with some commenters pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have also encountered backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The situation illustrates the evolving debate within the marketing and creative sectors about the trade-off between new tools and audience reception.
