The global fast-food chain has removed a Christmas advertisement made with Artificial Intelligence after encountering widespread criticism on social media.
The 45-second film was created with the help of generative AI clips and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Soon after it aired, commenters denounced the implementation of AI in the film. Many called it "uncanny" and "poorly edited".
"This incident is an valuable lesson as we explore the appropriate utilization of generative technology," stated a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI tools have become a rising phenomenon among prominent brands, particularly for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are prone 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 concerns about job displacement in the production sector, with some commenters noting it might affect work for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received criticism for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation underscores the evolving discussion within the advertising and production sectors about the trade-off between new tools and audience reception.
