The global fast-food chain has removed a holiday advertisement made using Artificial Intelligence following facing significant criticism on social media.
The brief film was produced with the help of AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, audiences online denounced the employment of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This moment is an key lesson as we examine the appropriate utilization of generative technology," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that can go wrong over the holidays, with the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a increasing phenomenon among large companies, particularly for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: Because clips made with generative AI are prone to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the production sector, with some critics noting it could negatively impact opportunities for production staff.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have also faced backlash for using AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and creative integrity.
