McDonald's has removed a holiday advertisement produced using Artificial Intelligence after encountering considerable online backlash.
The short spot was created with the help of generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This experience serves as an valuable learning as we investigate the proper application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI-created content have emerged as a rising phenomenon among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since videos produced using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising sector, with some commenters stating it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved producing "countless iterations" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The incident underscores the evolving conversation within the advertising and production industries about the balance between technological innovation and audience reception.
