The global fast-food chain has removed a holiday advertisement made via Artificial Intelligence following receiving significant criticism on social media.
The 45-second ad was produced with the help of AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment serves as an key lesson as we investigate the proper utilization of Artificial Intelligence," commented 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 depicted various situations that can go wrong over the holidays, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature generative AI have become a growing trend among large brands, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about job displacement in the advertising industry, with some critics pointing out it could negatively impact opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, other businesses have also received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and audience reception.
