The global fast-food chain has pulled a Christmas advert produced with Artificial Intelligence after facing significant online backlash.
The brief ad was created via AI video tools and was first published publicly for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, commenters denounced the use of AI in the advert. Several described it as "creepy" and "poorly edited".
"This experience serves as an important learning as we investigate the appropriate utilization of Artificial Intelligence," commented a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that often go badly during the holidays, under the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature AI-created content have emerged as a growing phenomenon among large corporations, particularly for the holiday season.
- Coca-Cola has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: As videos created with generative AI are prone to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative industry, with some critics pointing out it might affect opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, other businesses have also received scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
