The global fast-food chain has pulled a holiday advert created with Artificial Intelligence following receiving significant public disapproval.
The brief ad was created with the help of AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This experience represents an important lesson as we examine the proper utilization of AI," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI-created content have become a increasing trend among prominent brands, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative sector, with some observers noting it could reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have also faced criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
