The global fast-food chain has removed a holiday advertisement created via Artificial Intelligence after facing considerable public disapproval.
The short film was created using AI video tools and was first uploaded online for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters lambasted the use of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This experience is an valuable lesson as we explore the proper utilization of AI," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that can go wrong over the holidays, with the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that include generative AI have emerged as a increasing phenomenon among major companies, particularly for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos created with generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the advertising industry, with some critics stating it could negatively impact opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, various brands have likewise encountered backlash for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode highlights the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
