The global fast-food chain has removed a holiday advertisement made using AI following encountering considerable criticism on social media.
The brief ad was created with the help of generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This incident is an key learning as we investigate the appropriate use of Artificial Intelligence," stated a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry during the holidays, using the tagline "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate AI-created content have become a increasing trend among prominent brands, particularly for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips created with current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised worries about job displacement in the advertising industry, with some critics pointing out it could negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have also received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The episode underscores the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and audience reception.
