The global fast-food chain has pulled a holiday advert made via Artificial Intelligence following facing widespread online backlash.
The brief spot was created with the help of AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters denounced the use of AI in the film. A number of called it "uncanny" and "jarringly assembled".
"This incident represents an important learning as we explore the appropriate utilization of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong over the holidays, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that include generative AI have emerged as a rising trend among prominent brands, especially for the holiday period.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos created with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some critics noting it might negatively impact work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise encountered scrutiny for using the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident underscores the evolving conversation within the advertising and production industries about the balance between AI efficiency and human craftsmanship.
