The global fast-food chain has pulled a Christmas commercial produced via Artificial Intelligence after facing widespread online backlash.
The short spot was created using AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This moment is an valuable lesson as we explore the proper application of AI," commented a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that might go awry during the holidays, using the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that include generative AI have emerged as a growing phenomenon among prominent corporations, particularly for the holiday period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: Since segments produced using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the creative industry, with some critics pointing out it might affect work for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development 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 wasn't just an experiment," she commented. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, several companies have also encountered criticism for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
