The global fast-food chain has taken down a Christmas advert produced with AI following encountering widespread public disapproval.
The brief ad was produced with the help of AI video tools and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we investigate the proper application of Artificial Intelligence," said a representative from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that can go wrong over the festive season, using the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that incorporate generative AI have become a rising trend among large brands, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments created with current AI video tools are susceptible to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked worries about automation in the creative industry, with some critics pointing out it might reduce opportunities for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved generating "countless iterations" which were then shaped afterward "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 ad was largely panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the advertising and production sectors about the trade-off between new tools and creative integrity.
