The global fast-food chain has removed a Christmas advert produced using Artificial Intelligence following encountering widespread criticism on social media.
The short ad was created via AI video tools and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the employment of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This moment is an important learning as we investigate the appropriate application of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry during the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate generative AI have become a growing trend among large corporations, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Technical Challenges: As clips created using current AI video tools are prone to degrade the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the production industry, with some commenters stating it might affect work for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "disturbing".
The incident highlights the continuing discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
