The global fast-food chain has taken down a holiday advert created using Artificial Intelligence after receiving considerable criticism on social media.
The short spot was created with the help of AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This incident represents an valuable lesson as we investigate the effective use of AI," said a statement from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that can go wrong over the holidays, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate AI-created content have become a rising phenomenon among prominent corporations, particularly for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips created with current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about the replacement of human roles in the creative sector, with some critics pointing out it could affect work for production staff.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, various brands have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The situation underscores the evolving debate within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
