McDonald's has pulled a holiday advertisement produced using Artificial Intelligence after facing considerable online backlash.
The brief ad was developed using AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the film. Many described it as "uncanny" and "jarringly assembled".
"This experience is an key lesson as we explore the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the festive season, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI-created content have emerged as a growing phenomenon among major corporations, notably for the holiday period.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: As videos made with current AI video tools are prone to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising sector, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a 61% "positive feedback" from viewers.
However, several companies have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode underscores the continuing debate within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
