The global fast-food chain has pulled a Christmas advertisement created using AI following encountering widespread online backlash.
The short spot was developed using generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we explore the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that might go awry over the festive season, using the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have become a rising phenomenon among major corporations, notably for the holiday period.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments created with current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about automation in the advertising industry, with some observers noting it could affect work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis received a significant "favorable response" from the public.
However, several companies have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation illustrates the ongoing debate within the marketing and creative sectors about the balance between technological innovation and audience reception.
