The global fast-food chain has taken down a holiday advert created using Artificial Intelligence following receiving significant online backlash.
The brief spot was produced with the help of AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the film. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an important lesson as we explore the proper use of Artificial Intelligence," commented a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that might go awry during the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have emerged as a increasing phenomenon among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Technical Challenges: As clips made using generative AI are susceptible to degrade the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also provoked fears about automation in the production sector, with some observers noting it might reduce work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then crafted during the edit "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a 61% "favorable response" from online commenters.
However, various brands have also encountered scrutiny for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the evolving debate within the marketing and creative sectors about the balance between AI efficiency and audience reception.
