The global fast-food chain has removed a holiday advertisement produced via Artificial Intelligence after receiving significant online backlash.
The short spot was created via generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online lambasted the use of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This experience represents an important learning as we examine the effective application of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that might go awry during the holidays, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have emerged as a increasing phenomenon among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments produced with current AI video tools are prone to distort the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production sector, with some observers stating it could affect opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly received a significant "positive feedback" from viewers.
However, several companies have also received backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
