The global fast-food chain has taken down a Christmas advertisement produced with Artificial Intelligence following encountering significant public disapproval.
The short spot was produced via AI video tools and was first released online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the advert. A number of called it "creepy" and "poorly edited".
"This moment serves as an valuable learning as we explore the appropriate application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that might go awry during the Christmas break, using the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that feature generative AI have emerged as a rising trend among major companies, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since clips produced with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative sector, with some commenters noting it could affect opportunities for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have likewise faced criticism for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation illustrates the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
