The global fast-food chain has taken down a holiday advert created with AI following receiving significant criticism on social media.
The brief film was produced with the help of AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the commercial. Several described it as "disturbing" and "jarringly assembled".
"This moment serves as an important lesson as we explore the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that might go awry during the Christmas break, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that include AI-created content have emerged as a increasing trend among prominent corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the production industry, with some critics stating it could reduce work for actors.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, other businesses have also encountered backlash for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The episode underscores the evolving debate within the marketing and production sectors about the balance between technological innovation and creative integrity.
