The global fast-food chain has taken down a holiday advertisement produced using Artificial Intelligence after encountering significant criticism on social media.
The 45-second ad was created with the help of generative AI clips and was initially released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, audiences online criticized the employment of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This moment represents an important learning as we explore the effective use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry over the holidays, using the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that feature AI tools have emerged as a growing trend among major corporations, especially for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: As videos created with current AI video tools are more likely to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative industry, with some observers stating it could affect opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "just as we would on any standard production".
"This was not an AI trick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a significant "favorable response" from the public.
However, various brands have likewise received criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident underscores the continuing discussion within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
