The global fast-food chain has removed a Christmas advert made with Artificial Intelligence after facing significant online backlash.
The short film was developed via generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online denounced the employment of AI in the commercial. Many described it as "disturbing" and "poorly edited".
"This moment is an valuable lesson as we investigate the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry during the festive season, under the tagline "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI tools have become a rising trend among large corporations, notably for the holiday period.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because segments produced with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some commenters noting it might negatively impact work for camera crews.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have also faced backlash for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode underscores the ongoing discussion within the advertising and production industries about the balance between new tools and human craftsmanship.
