The global fast-food chain has pulled a Christmas advert produced using Artificial Intelligence after encountering considerable online backlash.
The 45-second ad was created with the help of AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Following its publication, audiences online denounced the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This moment represents an key lesson as we investigate the effective utilization of Artificial Intelligence," stated a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that can go wrong over the holidays, under the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a increasing trend among prominent companies, particularly for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since segments created using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked worries about job displacement in the advertising sector, with some critics noting it could reduce work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly garnered a 61% "positive feedback" from the public.
However, several companies have also encountered criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The situation highlights the continuing debate within the advertising and production sectors about the balance between new tools and audience reception.
