The global fast-food chain has removed a Christmas advert created with Artificial Intelligence after receiving considerable online backlash.
The brief ad was created using AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media criticized the implementation of AI in the advert. A number of described it as "uncanny" and "poorly edited".
"This experience serves as an valuable lesson as we investigate the proper utilization of Artificial Intelligence," stated a statement from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the Christmas break, using the theme "the worst time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI-created content have emerged as a rising trend among large corporations, especially for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because clips produced using current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the production sector, with some observers stating it could negatively impact work for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "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 an AI gimmick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis received a significant "positive feedback" from viewers.
However, several companies have likewise received scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode illustrates the evolving conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
