The global fast-food chain has taken down a holiday advert made using Artificial Intelligence following facing significant public disapproval.
The 45-second ad was created with the help of AI video tools and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media criticized the employment of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This incident is an key lesson as we investigate the effective use of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly during the holidays, under the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI tools have emerged as a increasing trend among major companies, notably for the holiday campaign season.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Because clips produced using current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also raised concerns about job displacement in the creative industry, with some critics pointing out it could reduce opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.
However, various brands have likewise encountered criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode illustrates the continuing conversation within the marketing and production sectors about the balance between new tools and human craftsmanship.
