McDonald's has pulled a Christmas advert made with AI following encountering considerable public disapproval.
The brief ad was produced using AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This experience is an valuable learning as we investigate the effective utilization of generative technology," stated a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that include AI tools have emerged as a growing phenomenon among major corporations, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Because clips made using current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the advertising industry, with some commenters noting it might affect opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The situation underscores the continuing debate within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
