The global fast-food chain has taken down a holiday advert produced using Artificial Intelligence following facing considerable public disapproval.
The short film was created using generative AI clips and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many described it as "uncanny" and "poorly edited".
"This incident represents an key learning as we examine the effective utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry during the Christmas break, with the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a rising phenomenon among major corporations, notably for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because clips made using current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the production industry, with some observers stating it could affect work for camera crews.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, other businesses have also faced scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The episode highlights the ongoing debate within the marketing and creative industries about the balance between AI efficiency and audience reception.
