McDonald's has taken down a holiday advert created via Artificial Intelligence following receiving considerable criticism on social media.
The brief ad was developed with the help of AI-generated video and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, commenters denounced the employment of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This incident is an key lesson as we investigate the effective use of AI," said a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the Christmas break, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI tools have become a growing phenomenon among major companies, notably for the holiday period.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to distort 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 raised concerns about job displacement in the advertising industry, with some observers pointing out it could negatively impact work for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, several companies have also faced backlash for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The episode illustrates the evolving discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.
