The global fast-food chain has removed a Christmas advert created with Artificial Intelligence after encountering widespread public disapproval.
The short spot was created via AI-generated video and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the advert. Several labeled it "uncanny" and "poorly edited".
"This experience serves as an valuable lesson as we investigate the effective utilization of AI," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly during the festive season, using the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Campaigns that incorporate AI tools have emerged as a growing phenomenon among large companies, especially for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: As segments created using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the advertising industry, with some observers noting it might reduce opportunities for production staff.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have also faced backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and production industries about the balance between AI efficiency and audience reception.
