The global fast-food chain has pulled a holiday advertisement created with AI following receiving considerable criticism on social media.
The short film was created with the help of AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online denounced the use of AI in the advert. Many labeled it "uncanny" and "poorly edited".
"This incident is an key learning as we investigate the proper use of generative technology," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the Christmas break, under the tagline "the worst time of the year".
The Trend of AI Commercials
Commercials that feature AI tools have become a increasing phenomenon among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments created using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about job displacement in the creative industry, with some commenters noting it might reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the development required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis received a 61% "favorable response" from viewers.
However, other businesses have likewise faced criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the continuing debate within the marketing and creative industries about the trade-off between technological innovation and audience reception.
