The global fast-food chain has pulled a holiday commercial created with Artificial Intelligence following receiving widespread public disapproval.
The 45-second spot was created via AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the advert. Several described it as "uncanny" and "poorly edited".
"This experience is an important learning as we explore the proper use of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry during the Christmas break, under the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate generative AI have emerged as a increasing phenomenon among large corporations, especially for the holiday period.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Inherent Limitations: Since clips created with generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the creative sector, with some observers pointing out it could reduce work for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The situation underscores the evolving discussion within the marketing and creative sectors about the trade-off between AI efficiency and audience reception.
