The global fast-food chain has taken down a holiday commercial made via AI after facing significant criticism on social media.
The 45-second spot was developed using AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the appropriate utilization of AI," commented a representative from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, using the slogan "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have become a increasing trend among major companies, especially for the Christmas period.
- Another beverage giant has also released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since clips created with current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising sector, with some commenters pointing out it might negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, other businesses have also encountered criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode underscores the evolving discussion within the marketing and production sectors about the trade-off between new tools and audience reception.
