The global fast-food chain has taken down a Christmas advert produced with Artificial Intelligence following facing widespread public disapproval.
The 45-second film was developed using AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident serves as an valuable learning as we examine the appropriate utilization of Artificial Intelligence," said a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the holidays, under the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI tools have become a increasing trend among major companies, especially for the Christmas season.
- Another beverage giant has recently launched consecutive AI-created Christmas ads.
- Technical Challenges: Since videos created with current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the creative industry, with some critics noting it could negatively impact opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a significant "favorable response" from the public.
However, other businesses have also encountered backlash for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation highlights the continuing debate within the marketing and creative industries about the balance between technological innovation and creative integrity.
