The global fast-food chain has pulled a Christmas commercial created using Artificial Intelligence following facing considerable public disapproval.
The short film was created using AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online denounced the use of AI in the advert. Several described it as "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we examine the appropriate use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have become a rising trend among large corporations, especially for the Christmas campaign season.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Technical Challenges: As clips created using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked fears about automation in the creative industry, with some critics stating it could negatively impact work for camera crews.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, several companies have likewise encountered criticism for employing the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident highlights the evolving conversation within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
