The global fast-food chain has taken down a holiday advert produced using generative AI after receiving significant public disapproval.
The brief film was created with the help of AI-generated video and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online denounced the employment of AI in the commercial. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience is an important lesson as we examine the appropriate use of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry over the holidays, using the theme "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have become a rising phenomenon among prominent corporations, particularly for the holiday season.
- Coca-Cola has similarly launched consecutive AI-created holiday ads.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also provoked concerns about automation in the advertising industry, with some observers pointing out it could reduce work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the production process took "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also faced scrutiny for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation illustrates the continuing debate within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
