The global fast-food chain has pulled a Christmas advert created with Artificial Intelligence after encountering significant online backlash.
The short ad was created via AI video tools and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Following its publication, audiences online denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This experience represents an key learning as we investigate the effective use of generative technology," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the festive season, under the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that feature generative AI have emerged as a rising trend among prominent brands, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since clips made using generative AI are more likely to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising sector, with some commenters stating it might affect opportunities for camera crews.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, several companies have likewise received scrutiny for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation underscores the continuing debate within the advertising and creative sectors about the balance between technological innovation and creative integrity.
