McDonald's has pulled a Christmas advertisement made using AI following receiving considerable online backlash.
The short ad was created via AI video tools and was first released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online criticized the implementation of AI in the film. Several described it as "uncanny" and "poorly edited".
"This moment represents an important lesson as we explore the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the festive season, under the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI tools have emerged as a growing trend among major brands, notably for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since videos made with generative AI are prone to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about job displacement in the creative sector, with some critics pointing out it might negatively impact opportunities for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This was not an AI trick," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have also encountered criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident underscores the continuing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
