McDonald's has removed a holiday advertisement produced via Artificial Intelligence after receiving significant online backlash.
The brief film was developed with the help of AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, commenters lambasted the use of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the effective utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, using the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a rising trend among prominent corporations, particularly for the holiday season.
- Coca-Cola has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: Since clips made using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative industry, with some critics pointing out it could reduce opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a 61% "favorable response" from online commenters.
However, several companies have also received backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The incident highlights the ongoing discussion within the advertising and production sectors about the balance between new tools and human craftsmanship.
