The global fast-food chain has pulled a Christmas advertisement created with Artificial Intelligence following receiving widespread criticism on social media.
The short spot was produced via AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment is an valuable lesson as we investigate the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that often go badly during the holidays, with the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have become a rising phenomenon among large companies, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips produced using current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the creative sector, with some critics stating it could negatively impact work for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from the public.
However, various brands have likewise encountered backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode underscores the evolving conversation within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
