The global fast-food chain has taken down a Christmas advertisement created using generative AI after receiving widespread public disapproval.
The short spot was developed using AI video tools and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the advert. Many described it as "creepy" and "poorly edited".
"This moment represents an important lesson as we examine the proper application of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry over the holidays, with the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have become a rising trend among large companies, particularly for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are prone to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the production industry, with some critics pointing out it might negatively impact work for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode illustrates the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
