The global fast-food chain has pulled a holiday advertisement made with AI following encountering significant online backlash.
The 45-second ad was developed using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This incident represents an key learning as we investigate the appropriate use of AI," commented a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that can go wrong during the festive season, under the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI-created content have emerged as a increasing trend among large companies, especially for the holiday season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Inherent Limitations: As videos made using current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also raised concerns about job displacement in the production sector, with some observers pointing out it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, several companies have also faced scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The incident underscores the continuing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
