McDonald's has pulled a holiday advertisement made using AI following encountering widespread criticism on social media.
The brief spot was produced via AI-generated video and was initially released online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the advert. Many called it "uncanny" and "awkwardly stitched together".
"This incident serves as an important learning as we investigate the effective utilization of Artificial Intelligence," said a representative from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that often go badly during the festive season, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI tools have become a growing trend among prominent brands, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips made with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the production industry, with some commenters noting it could affect opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, various brands have likewise encountered scrutiny for using AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "disturbing".
The episode illustrates the ongoing debate within the marketing and production industries about the balance between new tools and human craftsmanship.
