The global fast-food chain has removed a holiday advert produced using AI following receiving considerable criticism on social media.
The short ad was developed via AI-generated video and was first released online for McDonald's Netherlands on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the use of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience is an key learning as we investigate the appropriate utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly over the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that feature generative AI have emerged as a increasing phenomenon among large companies, notably for the Christmas season.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos produced using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production industry, with some observers pointing out it could reduce work for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved generating "thousands of takes" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, other businesses have also encountered scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
