The global fast-food chain has taken down a Christmas advert produced via Artificial Intelligence following receiving widespread online backlash.
The 45-second film was produced via AI video tools and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. A number of called it "uncanny" and "poorly edited".
"This moment is an key learning as we investigate the proper utilization of Artificial Intelligence," stated a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that can go wrong over the holidays, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI-created content have emerged as a increasing phenomenon among major companies, notably for the holiday period.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos made using current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising industry, with some observers pointing out it might negatively impact opportunities for camera crews.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, several companies have also faced criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the evolving discussion within the marketing and creative sectors about the balance between technological innovation and audience reception.
