The global fast-food chain has taken down a holiday advertisement produced using Artificial Intelligence following encountering widespread criticism on social media.
The 45-second ad was developed using AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This incident represents an important learning as we examine the proper use of AI," stated a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that might go awry during the Christmas break, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate generative AI have become a increasing phenomenon among large companies, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Inherent Limitations: As videos produced with generative AI are more likely to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the creative sector, with some critics stating it might reduce work for actors.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "seven weeks" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "positive feedback" from online commenters.
However, other businesses have also faced scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The episode illustrates the ongoing debate within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
