The global fast-food chain has removed a holiday advertisement made with Artificial Intelligence after encountering significant criticism on social media.
The short film was developed with the help of AI-generated video and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the commercial. Several called it "uncanny" and "jarringly assembled".
"This experience is an valuable learning as we explore the proper application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, under the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a growing phenomenon among large companies, especially for the holiday season.
- Another beverage giant has recently released consecutive AI-created Christmas commercials.
- Technical Challenges: As videos made with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The video also raised worries about job displacement in the advertising industry, with some observers pointing out it might reduce opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the creation required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, various brands have also encountered criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation highlights the evolving debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
