The global fast-food chain has taken down a holiday advertisement produced with Artificial Intelligence following receiving considerable public disapproval.
The short film was developed using AI video tools and was first published online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online denounced the use of AI in the advert. A number of called it "creepy" and "poorly edited".
"This incident serves as an important learning as we examine the appropriate utilization of AI," said a statement from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry over the Christmas break, using the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a growing trend among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because clips made with generative AI are prone to degrade the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the production industry, with some commenters pointing out it could negatively impact opportunities for production staff.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a 61% "favorable response" from the public.
However, various brands have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The incident underscores the continuing discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
