The global fast-food chain has taken down a Christmas advertisement produced with Artificial Intelligence after receiving significant online backlash.
The brief ad was created via AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters lambasted the employment of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This experience is an key lesson as we investigate the effective utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that often go badly over the festive season, using the slogan "the most terrible time of the year".
The Phenomenon of AI Commercials
Adverts that feature AI-created content have become a increasing trend among prominent companies, particularly for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As segments produced with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the production sector, with some observers noting it could affect opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have likewise encountered criticism for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident highlights the continuing debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
