The global fast-food chain has removed a Christmas advert created via Artificial Intelligence following receiving considerable public disapproval.
The 45-second ad was created using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This incident represents an important lesson as we examine the effective utilization of Artificial Intelligence," said a spokesperson from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the holidays, under the tagline "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that feature generative AI have emerged as a increasing trend among prominent corporations, notably for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since clips produced with generative AI are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also provoked fears about job displacement in the creative industry, with some observers noting it could affect opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The episode highlights the ongoing conversation within the marketing and production industries about the trade-off between new tools and audience reception.
