The global fast-food chain has removed a holiday commercial created using Artificial Intelligence following facing considerable criticism on social media.
The brief spot was produced via AI video tools and was originally released publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the employment of AI in the film. Many labeled it "creepy" and "poorly edited".
"This experience is an important lesson as we examine the appropriate application of generative technology," stated a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly during the holidays, using the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include AI-created content have emerged as a growing trend among prominent companies, particularly for the holiday period.
- Another beverage giant has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments made with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production industry, with some commenters pointing out it might affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have also faced backlash for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident underscores the ongoing discussion within the advertising and production sectors about the balance between new tools and human craftsmanship.
