McDonald's has taken down a holiday commercial created with Artificial Intelligence after receiving significant public disapproval.
The brief spot was created via generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. A number of described it as "disturbing" and "poorly edited".
"This moment is an valuable learning as we examine the appropriate application of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong over the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that include AI-created content have become a growing trend among major corporations, notably for the holiday season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: As videos created with generative AI are more likely to degrade the longer they run, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the advertising industry, with some commenters noting it could negatively impact opportunities for production staff.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a significant "favorable response" from online commenters.
However, several companies have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The incident highlights the evolving debate within the advertising and production sectors about the balance between new tools and creative integrity.
