McDonald's has taken down a holiday advert produced using Artificial Intelligence after facing widespread online backlash.
The 45-second ad was created via AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the advert. Several described it as "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we investigate the proper application of AI," stated a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly over the festive season, with the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include AI-created content have emerged as a growing phenomenon among prominent corporations, particularly for the Christmas season.
- Coca-Cola has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips produced with generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the production industry, with some commenters stating it could affect work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "seven weeks" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, other businesses have also received backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.
