The global fast-food chain has removed a Christmas advert made with AI after encountering significant online backlash.
The short spot was created using AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This experience serves as an key lesson as we examine the effective use of Artificial Intelligence," stated a statement from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Campaigns that include AI-created content have become a growing trend among large corporations, especially for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Since clips created using current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising sector, with some commenters stating it could reduce work for actors.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, several companies have also encountered scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode underscores the ongoing discussion within the advertising and creative industries about the balance between technological innovation and audience reception.
