McDonald's has taken down a holiday advert produced via Artificial Intelligence after facing considerable criticism on social media.
The 45-second spot was created using AI-generated video and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the appropriate application of generative technology," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI tools have become a rising trend among prominent corporations, especially for the holiday period.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because videos made with generative AI are susceptible to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the production sector, with some commenters stating it could reduce work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved producing "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "favorable response" from viewers.
However, various brands have also received criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The situation underscores the evolving discussion within the marketing and production industries about the balance between technological innovation and creative integrity.
