The global fast-food chain has pulled a holiday commercial created with Artificial Intelligence after receiving widespread online backlash.
The 45-second film was created with the help of AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media denounced the use of AI in the commercial. Many described it as "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we examine the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry over the festive season, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing trend among large corporations, particularly for the Christmas season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments produced using generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised worries about automation in the advertising industry, with some critics stating it could affect work for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have also received criticism for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident illustrates the evolving discussion within the marketing and production industries about the balance between technological innovation and creative integrity.
