The global fast-food chain has taken down a holiday advertisement created via Artificial Intelligence after facing widespread criticism on social media.
The brief film was created using AI-generated video and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online criticized the use of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This incident serves as an important learning as we investigate the appropriate use of AI," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry over the festive season, under the theme "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate AI tools have become a rising phenomenon among major brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because videos produced using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the advertising sector, with some observers stating it might affect work for production staff.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly achieved a significant "favorable response" from the public.
However, various brands have likewise encountered criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident illustrates the evolving debate within the advertising and creative industries about the balance between new tools and human craftsmanship.
