The global fast-food chain has taken down a holiday advertisement made via Artificial Intelligence following facing widespread public disapproval.
The 45-second ad was developed via AI-generated video and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This incident is an key lesson as we investigate the appropriate application of AI," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong over the holidays, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include AI-created content have become a growing trend among large brands, particularly for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: As clips produced with generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the production sector, with some critics noting it might reduce opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a significant "positive feedback" from the public.
However, several companies have likewise encountered backlash for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident highlights the continuing debate within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
