The global fast-food chain has pulled a Christmas advertisement made using AI following receiving widespread online backlash.
The short ad was produced using AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online criticized the implementation of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This moment is an valuable lesson as we explore the effective utilization of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that often go badly during the holidays, using the slogan "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a rising trend among large corporations, especially for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Because clips made using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative industry, with some critics stating it could negatively impact work for actors.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a 61% "favorable response" from online commenters.
However, several companies have also encountered backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation underscores the continuing conversation within the advertising and production sectors about the balance between technological innovation and creative integrity.
