McDonald's has pulled a Christmas advert made using Artificial Intelligence after facing widespread criticism on social media.
The brief ad was developed via generative AI clips and was originally published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an valuable learning as we examine the effective application of generative technology," commented a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, using the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI tools have become a increasing trend among major brands, especially for the holiday season.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos produced with current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the advertising sector, with some commenters pointing out it could reduce opportunities for production staff.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This was not an experiment," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from online commenters.
However, various brands have also received scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The episode illustrates the ongoing discussion within the advertising and production sectors about the balance between new tools and audience reception.
