McDonald's has pulled a holiday advert produced via Artificial Intelligence after facing widespread criticism on social media.
The 45-second ad was produced using AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. Many labeled it "disturbing" and "poorly edited".
"This experience represents an important lesson as we investigate the effective application of generative technology," said a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that often go badly during the holidays, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have emerged as a growing phenomenon among major companies, particularly for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: As segments made with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the advertising sector, with some commenters noting it might reduce work for production staff.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, several companies have also encountered scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The episode underscores the continuing debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
