The global fast-food chain has taken down a holiday advert made with Artificial Intelligence following encountering widespread online backlash.
The 45-second ad was produced via AI video tools and was first released publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters criticized the use of AI in the film. A number of described it as "creepy" and "jarringly assembled".
"This incident represents an important learning as we investigate the effective utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry during the festive season, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a rising phenomenon among prominent companies, notably for the holiday season.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: Because segments created using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising sector, with some observers pointing out it might negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was largely criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation illustrates the ongoing debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
