McDonald's has pulled a holiday advert created using Artificial Intelligence after facing significant criticism on social media.
The 45-second spot was produced with the help of AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an important lesson as we examine the proper use of generative technology," said a representative from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly during the holidays, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate generative AI have become a growing trend among large companies, especially for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: As clips created using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about job displacement in the advertising industry, with some commenters stating it might negatively impact work for production staff.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, several companies have also faced criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident underscores the continuing conversation within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
