McDonald's has pulled a Christmas advert created via AI following facing widespread criticism on social media.
The short spot was created with the help of AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the proper use of generative technology," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry over the festive season, under the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI tools have become a rising phenomenon among major corporations, especially for the Christmas period.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since segments created with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the creative industry, with some observers stating it might negatively impact opportunities for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation illustrates the evolving discussion within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
