The global fast-food chain has pulled a Christmas advertisement created with AI after facing considerable online backlash.
The short film was developed with the help of AI-generated video and was first published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This moment serves as an valuable learning as we examine the appropriate utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the holidays, with the tagline "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that feature AI-created content have emerged as a rising trend among prominent companies, especially for the holiday campaign season.
- Another beverage giant has recently launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the creative industry, with some observers stating it might affect work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, other businesses have also encountered backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident underscores the ongoing discussion within the marketing and production industries about the balance between technological innovation and human craftsmanship.
