The global fast-food chain has taken down a holiday commercial made with Artificial Intelligence after receiving widespread criticism on social media.
The 45-second ad was produced via AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online denounced the employment of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This incident serves as an key lesson as we examine the proper application of Artificial Intelligence," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the holidays, under the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI-created content have emerged as a growing trend among prominent companies, notably for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips produced with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the creative industry, with some commenters noting it might affect work for production staff.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, several companies have also received backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The incident illustrates the evolving debate within the advertising and production industries about the balance between AI efficiency and creative integrity.
