The global fast-food chain has taken down a holiday advert created with AI after receiving considerable online backlash.
The brief film was created via generative AI clips and was initially published online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Many called it "uncanny" and "awkwardly stitched together".
"This incident represents an important lesson as we explore the appropriate application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong during the holidays, with the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that incorporate AI tools have emerged as a increasing trend among major companies, notably for the holiday period.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As videos produced using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the creative industry, with some observers pointing out it could affect opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, various brands have also received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the ongoing debate within the advertising and production industries about the trade-off between technological innovation and audience reception.
