McDonald's has pulled a holiday commercial created using AI following facing widespread public disapproval.
The 45-second spot was produced with the help of AI-generated video and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the advert. A number of labeled it "creepy" and "jarringly assembled".
"This incident represents an key learning as we explore the appropriate application of AI," commented a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that often go badly during the Christmas break, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have become a growing phenomenon among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since clips created using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the creative industry, with some critics stating it could negatively impact work for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly achieved a 61% "favorable response" from online commenters.
However, various brands have likewise encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and audience reception.
