McDonald's has removed a holiday advertisement made using Artificial Intelligence after receiving significant online backlash.
The short film was created with the help of AI video tools and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the appropriate application of generative technology," said a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the Christmas break, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI-created content have emerged as a increasing trend among prominent corporations, especially for the Christmas season.
- Coca-Cola has recently released consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips produced with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising industry, with some commenters pointing out it could negatively impact opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing conversation within the marketing and production industries about the balance between technological innovation and audience reception.
