McDonald's has pulled a holiday advertisement made using Artificial Intelligence following facing considerable public disapproval.
The brief ad was developed with the help of generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, commenters lambasted the use of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This experience is an important learning as we explore the effective utilization of Artificial Intelligence," stated a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising phenomenon among large companies, particularly for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Technical Challenges: As segments made using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also sparked fears about job displacement in the creative industry, with some critics pointing out it could reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, various brands have also encountered scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation highlights the ongoing debate within the advertising and production sectors about the balance between new tools and human craftsmanship.
