McDonald's has removed a holiday advertisement made with Artificial Intelligence after facing significant public disapproval.
The brief spot was created with the help of AI video tools and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. Several labeled it "creepy" and "jarringly assembled".
"This moment is an valuable lesson as we investigate the proper application of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry during the festive season, with the slogan "the worst time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI-created content have become a growing phenomenon among prominent companies, notably for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because segments created using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised worries about automation in the production industry, with some commenters pointing out it could affect opportunities for camera crews.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly garnered a 61% "positive feedback" from online commenters.
However, various brands have likewise encountered criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the continuing discussion within the marketing and creative industries about the trade-off between new tools and audience reception.
