The global fast-food chain has taken down a Christmas advertisement made via AI after facing significant criticism on social media.
The short spot was developed with the help of AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we explore the proper utilization of Artificial Intelligence," said a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong during the festive season, using the tagline "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that include AI tools have become a rising trend among prominent companies, particularly for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments made with generative AI are more likely to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The video also sparked fears about automation in the production industry, with some observers stating it could reduce work for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, several companies have likewise faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between new tools and audience reception.
