The global fast-food chain has taken down a Christmas advert made with AI following facing significant public disapproval.
The brief spot was produced with the help of generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. A number of labeled it "disturbing" and "awkwardly stitched together".
"This incident is an important lesson as we investigate the proper utilization of generative technology," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that might go awry during the festive season, using the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among large corporations, especially for the Christmas season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments produced with current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the advertising sector, with some commenters noting it could reduce opportunities for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, other businesses have likewise faced scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation highlights the continuing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
