McDonald's has pulled a holiday commercial made using AI after facing widespread public disapproval.
The short film was developed via AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we explore the proper use of AI," stated a spokesperson from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the Christmas break, under the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have emerged as a rising phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Since clips made using generative AI are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about automation in the production industry, with some observers noting it could affect opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, other businesses have likewise faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The episode underscores the continuing debate within the advertising and creative sectors about the balance between new tools and audience reception.
