The global fast-food chain has taken down a Christmas commercial created using AI after encountering considerable online backlash.
The 45-second ad was created using generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online criticized the employment of AI in the advert. A number of called it "uncanny" and "jarringly assembled".
"This experience is an important lesson as we explore the effective use of generative technology," stated a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that can go wrong over the festive season, using the slogan "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature generative AI have emerged as a rising phenomenon among major brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments made using current AI video tools are susceptible to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also sparked concerns about job displacement in the advertising sector, with some critics stating it might affect work for actors.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have likewise received scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the ongoing debate within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
