The global fast-food chain has pulled a holiday advertisement made with Artificial Intelligence after facing significant public disapproval.
The short spot was created using AI video tools and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the advert. Several called it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we explore the appropriate utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong over the holidays, using the tagline "the most terrible time of the year".
The Trend of AI Commercials
Commercials that include AI-created content have become a growing trend among large brands, especially for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Since clips created using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the advertising industry, with some observers pointing out it could affect opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "favorable response" from viewers.
However, various brands have also faced backlash for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The situation illustrates the ongoing discussion within the advertising and creative industries about the balance between AI efficiency and audience reception.
