The global fast-food chain has taken down a Christmas advert made via AI following facing considerable criticism on social media.
The 45-second spot was developed via AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. A number of labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an key lesson as we investigate the proper use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various situations that can go wrong during the Christmas break, with the tagline "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that include AI-created content have become a increasing phenomenon among large companies, especially for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As videos made using generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the advertising sector, with some critics stating it might negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, various brands have likewise encountered criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident underscores the continuing discussion within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
