The global fast-food chain has taken down a Christmas advertisement produced with AI after receiving considerable public disapproval.
The short spot was created via AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, commenters criticized the implementation of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience serves as an key lesson as we examine the appropriate application of Artificial Intelligence," commented a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong over the Christmas break, under the theme "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that feature AI tools have emerged as a increasing trend among prominent corporations, particularly for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated holiday ads.
- Technical Challenges: Because clips made with current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also raised worries about job displacement in the creative sector, with some observers pointing out it might negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise encountered criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation illustrates the ongoing debate within the advertising and production sectors about the balance between new tools and audience reception.
