The global fast-food chain has pulled a Christmas commercial produced using Artificial Intelligence after receiving significant online backlash.
The 45-second film was created with the help of generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. A number of described it as "uncanny" and "poorly edited".
"This moment represents an important lesson as we examine the proper use of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly over the holidays, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate generative AI have become a increasing trend among major companies, particularly for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: As segments produced with current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the creative sector, with some observers pointing out it might affect work for actors.
Response from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, various brands have also faced scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The incident highlights the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
