The Fast-Food Giant Removes AI-Created Festive Advertisement Following Public Outcry.
McDonald's has taken down a holiday commercial created using Artificial Intelligence after receiving significant online backlash.
The 45-second ad was developed via AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the advert. A number of labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an valuable lesson as we examine the proper use of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that can go wrong over the holidays, using the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing trend among prominent brands, notably for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips made using generative AI are susceptible to degrade the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production industry, with some commenters pointing out it might reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, other businesses have also faced backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident highlights the ongoing discussion within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
