The global fast-food chain has pulled a Christmas advertisement produced via Artificial Intelligence after facing widespread online backlash.
The brief film was produced using AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online denounced the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This incident represents an important learning as we examine the effective utilization of Artificial Intelligence," stated a statement from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly during the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that incorporate generative AI have become a increasing phenomenon among prominent brands, notably for the holiday period.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments produced with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about automation in the production sector, with some critics stating it might reduce opportunities for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved generating "thousands of takes" which were then edited afterward "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The situation illustrates the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and audience reception.
