The global fast-food chain has taken down a holiday advertisement made with Artificial Intelligence after receiving considerable online backlash.
The 45-second spot was produced using AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, audiences online lambasted the implementation of AI in the film. Many called it "disturbing" and "poorly edited".
"This moment represents an key learning as we investigate the proper utilization of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Commercials that feature generative AI have become a growing trend among major companies, particularly for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: Because videos produced with generative AI 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 ad also provoked fears about job displacement in the advertising industry, with some commenters pointing out it could affect opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis achieved a 61% "positive feedback" from viewers.
However, various brands have also encountered scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The incident illustrates the evolving discussion within the advertising and production industries about the balance between new tools and human craftsmanship.
