The global fast-food chain has pulled a Christmas advert made via Artificial Intelligence following facing widespread public disapproval.
The 45-second film was developed using AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This experience is an valuable learning as we investigate the effective application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that might go awry during the holidays, under the slogan "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI tools have emerged as a rising phenomenon among large brands, notably for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips produced using current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised worries about job displacement in the creative sector, with some commenters pointing out it could negatively impact work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "positive feedback" from the public.
However, various brands have likewise faced criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The situation underscores the ongoing discussion within the marketing and creative sectors about the balance between new tools and human craftsmanship.
