McDonald's has pulled a holiday commercial created with AI following receiving widespread public disapproval.
The 45-second ad was created using AI-generated video and was first published publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media denounced the implementation of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the proper utilization of AI," commented a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include AI-created content have emerged as a rising phenomenon among major corporations, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday ads.
- Inherent Limitations: As segments created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising industry, with some commenters pointing out it might reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly garnered a 61% "favorable response" from online commenters.
However, various brands have also faced criticism for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The situation underscores the evolving conversation within the marketing and creative industries about the balance between AI efficiency and audience reception.
