The global fast-food chain has taken down a holiday advert produced using Artificial Intelligence after facing considerable online backlash.
The short ad was produced via AI-generated video and was first released online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online lambasted the implementation of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident is an important lesson as we examine the appropriate utilization of AI," said a statement from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry over the holidays, using the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing phenomenon among large corporations, notably for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the production industry, with some critics pointing out it might reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise encountered backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The episode highlights the continuing conversation within the advertising and creative industries about the balance between AI efficiency and audience reception.
