The global fast-food chain has taken down a holiday advert produced using Artificial Intelligence following encountering considerable public disapproval.
The brief ad was developed via AI-generated video and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the film. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an important lesson as we examine the appropriate use of AI," said a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly during the holidays, under the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that include AI tools have emerged as a rising trend among major brands, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos produced using current AI video tools are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production sector, with some observers stating it could negatively impact opportunities for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the development took "seven weeks" and involved creating "numerous versions" which were then edited in post-production "just as we would on any standard production".
"This was not an AI trick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, various brands have also received criticism for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The situation illustrates the ongoing debate within the advertising and production industries about the balance between AI efficiency and human craftsmanship.
