The global fast-food chain has taken down a Christmas advertisement produced via AI following receiving widespread public disapproval.
The 45-second film was produced with the help of AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. Several called it "uncanny" and "poorly edited".
"This incident serves as an key learning as we examine the proper application of generative technology," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry over the Christmas break, with the slogan "the most terrible time of the year".
The Movement of AI Commercials
Campaigns that include AI tools have become a growing phenomenon among prominent corporations, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about automation in the production industry, with some observers noting it could reduce work for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, various brands have also faced criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode underscores the ongoing discussion within the marketing and production industries about the trade-off between technological innovation and audience reception.
