The global fast-food chain has taken down a holiday advertisement made with AI after encountering widespread online backlash.
The short film was created with the help of AI video tools and was originally released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, audiences online criticized the implementation of AI in the advert. Many called it "uncanny" and "poorly edited".
"This experience is an important lesson as we examine the appropriate use of generative technology," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong during the holidays, using the theme "the most terrible time of the year".
The Movement of AI Commercials
Commercials that include AI-created content have emerged as a increasing trend among large corporations, notably for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: Since videos created with generative AI are susceptible to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the creative sector, with some critics noting it might negatively impact work for camera crews.
Response from the Creators
After 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 generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The situation illustrates the ongoing debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
