McDonald's has pulled a holiday advert made using AI after receiving widespread online backlash.
The short spot was produced with the help of generative AI clips and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, audiences online denounced the use of AI in the advert. Several described it as "uncanny" and "poorly edited".
"This incident is an valuable learning as we explore the proper utilization of generative technology," said a representative from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong during the festive season, with the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that incorporate AI-created content have become a increasing phenomenon among prominent corporations, particularly for the holiday season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Since segments created with current AI video tools are more likely to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the production sector, with some commenters noting it could negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "positive feedback" from viewers.
However, various brands have also faced backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The episode highlights the evolving conversation within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
