The global fast-food chain has taken down a holiday advertisement made with Artificial Intelligence following facing considerable public disapproval.
The short spot was produced using generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This experience represents an valuable learning as we examine the proper application of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry over the Christmas break, under the theme "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI-created content have become a increasing phenomenon among large brands, particularly for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips made with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the advertising industry, with some commenters noting it could reduce work for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, several companies have also faced backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident highlights the ongoing discussion within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
