The global fast-food chain has taken down a Christmas commercial produced with Artificial Intelligence after receiving significant criticism on social media.
The short ad was created with the help of AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, commenters lambasted the employment of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the appropriate use of AI," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong during the holidays, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a increasing phenomenon among large companies, notably for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since clips created with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the advertising sector, with some critics noting it might reduce work for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis achieved a significant "positive feedback" from viewers.
However, several companies have likewise faced scrutiny for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident highlights the ongoing conversation within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.
