The global fast-food chain has removed a Christmas commercial created with Artificial Intelligence following facing significant criticism on social media.
The short spot was produced with the help of AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".
"This experience is an important learning as we explore the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong during the Christmas break, with the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include generative AI have become a increasing trend among large companies, particularly for the Christmas period.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As clips created using current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the production industry, with some commenters stating it could affect work for camera crews.
Defense from the Creators
Following the video's removal, 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 producing "countless iterations" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the ongoing discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
