The global fast-food chain has removed a holiday advertisement made using Artificial Intelligence after encountering considerable online backlash.
The 45-second spot was developed with the help of generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online criticized the employment of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This moment represents an valuable lesson as we examine the proper application of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong during the Christmas break, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Commercials that include AI-created content have become a increasing phenomenon among major corporations, especially for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips created using generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the production sector, with some observers pointing out it could reduce work for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "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 wasn't just an AI trick," she commented. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, other businesses have also encountered scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The incident underscores the evolving discussion within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
