The global fast-food chain has taken down a holiday advert made with Artificial Intelligence following facing significant public disapproval.
The 45-second ad was created with the help of AI video tools and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an key learning as we explore the appropriate utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong during the holidays, using the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have become a increasing trend among large brands, especially for the holiday period.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because clips made with generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also sparked concerns about job displacement in the creative industry, with some critics noting it could affect work for production staff.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the production process took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident illustrates the continuing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
