The global fast-food chain has taken down a holiday advertisement made using Artificial Intelligence after receiving widespread criticism on social media.
The 45-second ad was produced with the help of AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This moment serves as an valuable learning as we investigate the appropriate utilization of AI," stated a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly during the festive season, using the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that feature AI tools have emerged as a increasing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments made with current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising sector, with some commenters noting it might reduce opportunities for actors.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive feedback" from online commenters.
However, various brands have also faced criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident highlights the continuing conversation within the advertising and production industries about the trade-off between new tools and creative integrity.
