The global fast-food chain has taken down a holiday commercial made via Artificial Intelligence following receiving widespread public disapproval.
The brief ad was produced using AI-generated video and was first published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This incident represents an important learning as we investigate the effective application of generative technology," commented a statement from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that incorporate AI-created content have become a growing phenomenon among prominent companies, especially for the holiday period.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: As videos created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the production sector, with some observers noting it might negatively impact work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This was not an experiment," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, several companies have also received backlash for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
