The global fast-food chain has taken down a Christmas advertisement made using Artificial Intelligence after receiving considerable public disapproval.
The 45-second film was produced using AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This incident serves as an important learning as we examine the appropriate use of generative technology," said a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the festive season, with the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that feature AI tools have emerged as a growing trend among prominent corporations, notably for the holiday season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: As clips produced using 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 video also sparked fears about automation in the creative sector, with some critics stating it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a significant "favorable response" from viewers.
However, other businesses have also received criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation highlights the evolving debate within the marketing and production industries about the balance between technological innovation and audience reception.
