The global fast-food chain has taken down a Christmas advert produced using Artificial Intelligence following receiving considerable criticism on social media.
The brief film was created using AI video tools and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. Several called it "disturbing" and "poorly edited".
"This experience represents an key learning as we examine the appropriate application of AI," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly during the festive season, using the tagline "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that include generative AI have emerged as a growing phenomenon among prominent corporations, notably for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos created using current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about automation in the advertising industry, with some observers noting it could affect work for actors.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved producing "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.
However, other businesses have likewise encountered criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The episode underscores the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
