The global fast-food chain has removed a holiday advert made using Artificial Intelligence after receiving significant public disapproval.
The brief ad was created using AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters denounced the employment of AI in the advert. A number of labeled it "creepy" and "jarringly assembled".
"This incident represents an key learning as we explore the effective application of Artificial Intelligence," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that can go wrong during the holidays, under the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that include AI-created content have emerged as a growing trend among major companies, notably for the holiday season.
- Another beverage giant has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because videos produced using current AI video tools are prone to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production sector, with some critics noting it could reduce opportunities for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an AI gimmick," she commented. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode underscores the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and audience reception.
