The global fast-food chain has removed a holiday commercial made via Artificial Intelligence following encountering significant public disapproval.
The 45-second spot was created using AI video tools and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the advert. A number of labeled it "uncanny" and "jarringly assembled".
"This moment represents an valuable lesson as we explore the effective application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that might go awry over the holidays, using the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a increasing trend among prominent companies, especially for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos created using generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production industry, with some commenters stating it could negatively impact work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from viewers.
However, various brands have also received backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation highlights the continuing conversation within the advertising and production sectors about the trade-off between technological innovation and audience reception.
