The global fast-food chain has removed a holiday advertisement made using Artificial Intelligence following encountering widespread online backlash.
The short spot was produced using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Soon after it aired, commenters lambasted the use of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This incident is an key learning as we examine the appropriate utilization of generative technology," said a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly over the Christmas break, under the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature generative AI have become a rising phenomenon among prominent companies, especially for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced with generative AI are susceptible to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also sparked fears about automation in the advertising industry, with some commenters noting it could affect opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development took "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, several companies have also encountered criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation underscores the evolving debate within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
