The global fast-food chain has taken down a Christmas advertisement produced with Artificial Intelligence following facing significant online backlash.
The brief film was created using AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the advert. A number of called it "disturbing" and "awkwardly stitched together".
"This experience serves as an important lesson as we explore the effective utilization of Artificial Intelligence," stated a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong during the holidays, with the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a rising trend among large brands, notably for the holiday period.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Since videos produced with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some critics noting it could affect work for actors.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
She stated, the development took "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she said. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, several companies have also received scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and production industries about the balance between technological innovation and creative integrity.
