The global fast-food chain has removed a Christmas advert produced using Artificial Intelligence following receiving significant criticism on social media.
The brief spot was produced using AI video tools and was first published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, commenters lambasted the use of AI in the advert. Several labeled it "uncanny" and "jarringly assembled".
"This incident represents an key lesson as we examine the proper application of AI," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that can go wrong during the festive season, under the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a growing phenomenon among prominent corporations, particularly for the Christmas season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Inherent Limitations: Since videos produced using generative AI are more likely to distort the longer they run, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the creative industry, with some critics stating it might affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have also faced backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The situation illustrates the continuing discussion within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
