The global fast-food chain has pulled a holiday advert made with Artificial Intelligence after facing widespread online backlash.
The brief ad was created with the help of generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This experience serves as an valuable lesson as we explore the appropriate utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly over the Christmas break, under the theme "the worst time of the year".
A Growing Trend of AI Commercials
Campaigns that include AI tools have emerged as a rising trend among prominent corporations, notably for the holiday period.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since clips created using generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised fears about automation in the production sector, with some observers stating it could reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, several companies have also received backlash for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode underscores the ongoing debate within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
