McDonald's has removed a Christmas advertisement made using AI following receiving widespread public disapproval.
The brief ad was produced using AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This experience is an important lesson as we examine the effective use of AI," stated a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Campaigns that include AI tools have emerged as a rising phenomenon among major corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since clips made using generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative industry, with some critics stating it might negatively impact opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "favorable response" from viewers.
However, various brands have likewise received criticism for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production industries about the trade-off between new tools and audience reception.
