The global fast-food chain has pulled a Christmas advert produced using generative AI after facing considerable public disapproval.
The 45-second spot was developed using AI video tools and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the film. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we examine the effective utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry over the Christmas break, under the slogan "the worst time of the year".
The Movement of AI in Advertising
Adverts that feature generative AI have emerged as a growing phenomenon among prominent companies, notably for the holiday season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos created with current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the creative sector, with some critics noting it could reduce work for production staff.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also received scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The situation underscores the continuing discussion within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
