The global fast-food chain has removed a Christmas advertisement produced with AI after encountering significant public disapproval.
The brief spot was created via generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters denounced the implementation of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This incident serves as an key learning as we explore the appropriate application of Artificial Intelligence," said a statement from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly during the holidays, under the theme "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI-created content have become a growing phenomenon among large companies, notably for the Christmas season.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Because videos made using current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about automation in the advertising sector, with some critics pointing out it might negatively impact work for camera crews.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, other businesses have also encountered criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation underscores the ongoing conversation within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
