The global fast-food chain has taken down a Christmas advertisement produced with AI following receiving considerable criticism on social media.
The short spot was created using AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the advert. Several labeled it "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we investigate the appropriate use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong over the holidays, with the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI-created content have become a rising phenomenon among large brands, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: As videos created using current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some commenters stating it could affect opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis received a significant "positive feedback" from the public.
However, other businesses have also received backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The episode highlights the evolving conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
