The global fast-food chain has taken down a Christmas commercial made with Artificial Intelligence following receiving considerable public disapproval.
The 45-second ad was developed using generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media lambasted the employment of AI in the film. Several called it "disturbing" and "poorly edited".
"This experience serves as an valuable lesson as we examine the effective utilization of AI," stated a spokesperson from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the holidays, under the tagline "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that incorporate generative AI have become a growing trend among major brands, notably for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since clips created with current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about automation in the advertising industry, with some observers pointing out it might reduce opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, various brands have also encountered scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the continuing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
