The global fast-food chain has taken down a holiday advert created via Artificial Intelligence after facing considerable online backlash.
The brief spot was produced using AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters denounced the employment of AI in the commercial. A number of described it as "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we explore the appropriate application of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong over the holidays, with the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI tools have emerged as a growing phenomenon among large companies, especially for the holiday season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Technical Challenges: As clips created with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production industry, with some critics stating it might affect opportunities for production staff.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was largely criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation illustrates the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
