McDonald's has removed a holiday advertisement created with AI after receiving significant online backlash.
The 45-second ad was created via AI-generated video and was initially released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, commenters lambasted the employment of AI in the commercial. Many labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an important learning as we explore the effective application of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, with the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI tools have emerged as a rising phenomenon among large corporations, particularly for the holiday season.
- Another beverage giant has also released consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some observers pointing out it could affect work for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise received backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The incident illustrates the ongoing debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
