The global fast-food chain has removed a holiday commercial created with Artificial Intelligence following receiving widespread online backlash.
The short ad was created with the help of AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the employment of AI in the advert. Several labeled it "disturbing" and "poorly edited".
"This moment is an key lesson as we explore the effective application of generative technology," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly during the Christmas break, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have emerged as a growing trend among major companies, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos made using current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about automation in the production sector, with some observers pointing out it could affect work for camera crews.
Defense from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, other businesses have also faced backlash for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The incident illustrates the ongoing discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
