The global fast-food chain has removed a Christmas advert produced using Artificial Intelligence following receiving significant online backlash.
The 45-second spot was created using AI video tools and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the film. Several called it "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we examine the proper application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong over the holidays, using the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include generative AI have emerged as a increasing trend among prominent companies, especially for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments produced with generative AI are more likely to become unstable the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also sparked concerns about automation in the creative sector, with some commenters noting it could affect work for production staff.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have also faced criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident highlights the ongoing discussion within the marketing and production industries about the trade-off between AI efficiency and audience reception.
