McDonald's has removed a holiday advert produced via Artificial Intelligence following facing widespread online backlash.
The 45-second ad was produced using AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online denounced the implementation of AI in the commercial. A number of called it "disturbing" and "jarringly assembled".
"This experience serves as an key learning as we investigate the effective application of generative technology," said a statement from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, under the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate generative AI have become a growing phenomenon among large brands, particularly for the holiday period.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments produced using generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the creative sector, with some critics stating it could affect work for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The incident underscores the evolving debate within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
