The global fast-food chain has taken down a holiday advert made via Artificial Intelligence following receiving widespread public disapproval.
The short spot was produced using AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Following its publication, commenters criticized the implementation of AI in the advert. Several labeled it "uncanny" and "awkwardly stitched together".
"This moment is an key lesson as we examine the proper application of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that often go badly during the Christmas break, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that include generative AI have become a growing phenomenon among prominent corporations, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos made with current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising industry, with some critics noting it could reduce work for camera crews.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation illustrates the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and audience reception.
