The global fast-food chain has removed a holiday advert made with Artificial Intelligence after receiving significant online backlash.
The 45-second film was developed with the help of AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the advert. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an important learning as we explore the effective utilization of generative technology," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a growing phenomenon among large companies, especially for the Christmas season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As clips made with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative industry, with some observers stating it might negatively impact opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the development took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an experiment," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, various brands have also faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the ongoing discussion within the advertising and production industries about the trade-off between technological innovation and creative integrity.
