McDonald's has removed a Christmas advert produced with Artificial Intelligence after encountering significant criticism on social media.
The 45-second spot was produced using AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, commenters denounced the implementation of AI in the commercial. Several called it "creepy" and "poorly edited".
"This incident represents an important lesson as we investigate the appropriate utilization of Artificial Intelligence," said a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that can go wrong over the festive season, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include generative AI have become a increasing phenomenon among large companies, particularly for the holiday season.
- Another beverage giant has similarly launched consecutive AI-created holiday ads.
- Technical Challenges: Since clips produced with generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the creative sector, with some critics noting it might affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode underscores the evolving debate within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
