The global fast-food chain has taken down a holiday advert created using Artificial Intelligence following encountering widespread online backlash.
The short ad was developed with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This moment is an important learning as we explore the appropriate use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry during the holidays, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that include AI tools have become a rising phenomenon among large companies, particularly for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips made with generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the creative industry, with some commenters noting it might reduce opportunities for production staff.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, several companies have likewise encountered criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The incident illustrates the ongoing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
