The global fast-food chain has taken down a holiday commercial made via AI after receiving considerable criticism on social media.
The 45-second film was produced using generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, commenters denounced the implementation of AI in the commercial. Several called it "uncanny" and "jarringly assembled".
"This incident represents an valuable learning as we investigate the proper utilization of generative technology," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly over the holidays, under the tagline "the worst time of the year".
The Movement of AI Commercials
Adverts that include AI-created content have emerged as a growing phenomenon among major companies, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Because clips created with current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative industry, with some commenters noting it could negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a 61% "favorable response" from online commenters.
However, other businesses have also received backlash for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode illustrates the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
