The global fast-food chain has taken down a holiday commercial produced via Artificial Intelligence after facing widespread criticism on social media.
The short spot was produced using AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This experience serves as an important lesson as we examine the proper application of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly during the Christmas break, with the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that include AI tools have emerged as a growing trend among prominent corporations, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos made using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the advertising sector, with some commenters pointing out it could negatively impact work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a significant "favorable response" from the public.
However, various brands have also faced scrutiny for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The incident highlights the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
