The global fast-food chain has taken down a holiday commercial made with AI following encountering considerable online backlash.
The short film was created with the help of AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online lambasted the use of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This moment is an important learning as we explore the effective application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that might go awry during the festive season, with the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among large brands, notably for the Christmas season.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: As clips made using generative AI are prone to distort the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics noting it might reduce work for actors.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise received backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation illustrates the evolving discussion within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
