The global fast-food chain has removed a holiday advert produced with Artificial Intelligence after encountering significant public disapproval.
The brief spot was developed using AI video tools and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters denounced the employment of AI in the commercial. Many called it "creepy" and "jarringly assembled".
"This moment represents an valuable learning as we investigate the appropriate application of generative technology," commented a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong during the holidays, under the theme "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that feature generative AI have become a growing phenomenon among large companies, particularly for the holiday campaign season.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Technical Challenges: Since videos made with generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked fears about job displacement in the advertising sector, with some critics stating it might negatively impact opportunities for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the development took "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, other businesses have also faced backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The incident highlights the evolving conversation within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
