The global fast-food chain has removed a holiday advertisement produced via Artificial Intelligence after encountering significant criticism on social media.
The brief ad was developed via AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This incident is an key lesson as we investigate the effective utilization of generative technology," commented a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, using the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI-created content have become a rising phenomenon among major brands, especially for the holiday season.
- Coca-Cola has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: As clips made using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the creative industry, with some observers noting it could affect opportunities for actors.
Defense from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, several companies have likewise faced scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
