The global fast-food chain has taken down a holiday advertisement created with Artificial Intelligence after encountering significant public disapproval.
The short film was created using AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. Several called it "disturbing" and "poorly edited".
"This incident represents an valuable lesson as we examine the appropriate utilization of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly over the holidays, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have become a increasing phenomenon among major brands, notably for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos produced with generative AI are prone to become unstable the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also sparked worries about job displacement in the creative industry, with some commenters stating it might negatively impact opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "positive feedback" from the public.
However, various brands have also received scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The incident highlights the ongoing debate within the marketing and production sectors about the balance between AI efficiency and audience reception.
