The Fast-Food Giant Takes Down AI-Created Festive Advertisement After Online Criticism.
McDonald's has taken down a holiday advert produced with Artificial Intelligence following receiving significant online backlash.
The brief spot was developed via AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This incident represents an important learning as we investigate the appropriate use of generative technology," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, with the theme "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI-created content have emerged as a increasing trend among prominent brands, especially for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments produced with current AI video tools are more likely to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about job displacement in the advertising industry, with some commenters stating it could affect work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, various brands have likewise encountered scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The episode underscores the ongoing discussion within the advertising and production industries about the balance between AI efficiency and creative integrity.
