McDonald's has taken down a holiday advert made with AI after encountering widespread public disapproval.
The short ad was developed via AI video tools and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the film. Several called it "creepy" and "jarringly assembled".
"This experience represents an valuable learning as we examine the appropriate use of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, using the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI-created content have become a rising trend among major corporations, particularly for the holiday period.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because videos made using current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative sector, with some critics pointing out it could reduce opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a significant "positive feedback" from the public.
However, other businesses have also encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The incident underscores the evolving discussion within the marketing and creative sectors about the trade-off between AI efficiency and creative integrity.
