McDonald's has removed a holiday commercial made via Artificial Intelligence after receiving widespread online backlash.
The brief ad was developed using AI-generated video and was first released online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the commercial. A number of called it "creepy" and "poorly edited".
"This incident serves as an key learning as we explore the appropriate application of AI," commented a statement from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly during the holidays, under the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI-created content have emerged as a rising trend among major companies, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because videos made using generative AI are susceptible to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about automation in the creative industry, with some observers stating it might negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an AI trick," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from online commenters.
However, other businesses have likewise encountered scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident underscores the continuing debate within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
