The global fast-food chain has taken down a holiday advert produced using Artificial Intelligence after facing widespread public disapproval.
The brief ad was developed using AI-generated video and was originally published publicly for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the advert. Several labeled it "creepy" and "poorly edited".
"This incident represents an important lesson as we investigate the proper application of generative technology," said a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that can go wrong over the holidays, with the slogan "the most terrible time of the year".
The Movement of AI in Advertising
Commercials that feature generative AI have emerged as a increasing trend among prominent corporations, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The video also provoked fears about job displacement in the production sector, with some critics noting it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
She stated, the development required "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, various brands have likewise faced criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The episode highlights the ongoing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
