The global fast-food chain has taken down a holiday advert made using Artificial Intelligence following facing considerable online backlash.
The short film was developed via AI-generated video and was originally published publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, commenters lambasted the use of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This incident represents an key lesson as we examine the appropriate use of AI," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the Christmas break, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have become a increasing trend among large companies, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments created with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the creative industry, with some critics stating it might affect work for actors.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, various brands have likewise received scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The episode highlights the evolving discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
