The global fast-food chain has taken down a Christmas commercial made using Artificial Intelligence after receiving considerable criticism on social media.
The brief spot was created via AI video tools and was initially released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Soon after it aired, commenters denounced the implementation of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we explore the proper use of generative technology," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that might go awry over the Christmas break, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI tools have become a increasing trend among major corporations, notably for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Technical Challenges: Because clips produced using current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the creative sector, with some commenters stating it could reduce opportunities for production staff.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process took "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an experiment," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, several companies have also received criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative sectors about the balance between new tools and audience reception.
