The global fast-food chain has taken down a Christmas advertisement made with AI following receiving considerable online backlash.
The brief spot was developed via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online lambasted the employment of AI in the commercial. Many called it "uncanny" and "jarringly assembled".
"This moment is an important learning as we investigate the appropriate application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong over the holidays, with the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that feature AI tools have become a rising phenomenon among major corporations, notably for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments made with current AI video tools are susceptible to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the creative industry, with some critics noting it might affect opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the development took "seven weeks" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have likewise received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident underscores the evolving debate within the marketing and production sectors about the trade-off between technological innovation and audience reception.
