McDonald's has taken down a holiday advert made using AI after receiving considerable criticism on social media.
The brief spot was produced via AI video tools and was originally released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. Many described it as "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we investigate the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that often go badly over the festive season, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include generative AI have become a growing trend among large corporations, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos produced with current AI video tools are more likely to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The ad also sparked fears about job displacement in the production industry, with some observers stating it could reduce opportunities for production staff.
Defense from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The situation underscores the evolving conversation within the advertising and production industries about the balance between AI efficiency and creative integrity.
