The global fast-food chain has pulled a Christmas commercial produced with Artificial Intelligence after facing significant criticism on social media.
The 45-second ad was developed via generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several called it "creepy" and "jarringly assembled".
"This experience represents an key learning as we explore the appropriate use of AI," stated a spokesperson from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry during the holidays, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a increasing phenomenon among prominent companies, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because clips created using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked concerns about job displacement in the creative industry, with some commenters noting it might affect work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have likewise encountered scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
