The global fast-food chain has pulled a holiday advert created with AI after facing widespread public disapproval.
The short film was created using AI-generated video and was first released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online criticized the employment of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".
"This incident represents an important learning as we investigate the proper application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly during the Christmas break, under the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing trend among prominent brands, notably for the Christmas period.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: As clips made using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the advertising sector, with some critics pointing out it might reduce work for production staff.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, several companies have likewise received scrutiny for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
