The global fast-food chain has taken down a holiday commercial created with Artificial Intelligence after encountering considerable public disapproval.
The 45-second film was created via AI-generated video and was first published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the advert. Many described it as "creepy" and "awkwardly stitched together".
"This moment is an key learning as we examine the appropriate application of generative technology," stated a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have become a increasing phenomenon among large brands, particularly for the holiday season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments created using generative AI are prone to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also sparked concerns about automation in the creative industry, with some commenters pointing out it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "favorable response" from the public.
However, other businesses have likewise encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The incident highlights the evolving discussion within the advertising and production industries about the balance between new tools and human craftsmanship.
