The global fast-food chain has removed a Christmas commercial produced with AI after receiving significant online backlash.
The brief spot was produced with the help of AI video tools and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online lambasted the use of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we investigate the appropriate application of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that feature generative AI have emerged as a increasing phenomenon among large brands, particularly for the holiday period.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As segments produced with current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also sparked fears about automation in the creative sector, with some commenters noting it could negatively impact opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved generating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, various brands have also encountered backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation highlights the ongoing discussion within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
