McDonald's has pulled a Christmas advert produced via AI after facing significant criticism on social media.
The 45-second ad was developed via AI video tools and was initially published publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Following its publication, commenters lambasted the use of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we explore the appropriate utilization of Artificial Intelligence," stated a spokesperson from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the holidays, using the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature generative AI have emerged as a rising phenomenon among major brands, particularly for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production industry, with some critics noting it could affect work for production staff.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the development took "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This was not an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the continuing conversation within the advertising and creative industries about the balance between new tools and audience reception.
