The global fast-food chain has taken down a Christmas advertisement produced via AI following facing widespread online backlash.
The 45-second ad was developed using AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters denounced the employment of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This moment is an valuable lesson as we explore the appropriate utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong over the holidays, with the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI tools have become a increasing phenomenon among prominent corporations, notably for the Christmas season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Since segments produced using current AI video tools are prone to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the production sector, with some observers pointing out it might affect work for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This was not an experiment," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "positive feedback" from the public.
However, various brands have also faced backlash for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The episode underscores the ongoing discussion within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
