The global fast-food chain has removed a Christmas advert created using Artificial Intelligence following facing significant online backlash.
The short spot was created with the help of AI-generated video and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. A number of described it as "disturbing" and "jarringly assembled".
"This incident is an valuable learning as we examine the proper application of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong over the holidays, under the tagline "the worst time of the year".
The Movement of AI Commercials
Adverts that feature AI-created content have emerged as a increasing trend among large corporations, especially for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since segments produced with current AI video tools are prone to become unstable the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the advertising sector, with some observers stating it could reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from viewers.
However, various brands have likewise received backlash for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The episode illustrates the evolving conversation within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
