The global fast-food chain has taken down a holiday advertisement produced with AI following encountering widespread public disapproval.
The brief spot was developed with the help of AI video tools and was originally released online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, audiences online criticized the implementation of AI in the film. Many labeled it "disturbing" and "poorly edited".
"This experience serves as an important learning as we investigate the appropriate application of generative technology," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that include generative AI have become a growing trend among large brands, especially for the Christmas period.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips produced using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about automation in the creative sector, with some observers stating it might negatively impact opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The incident underscores the evolving discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
