The global fast-food chain has taken down a holiday advert made via AI after encountering considerable criticism on social media.
The 45-second spot was produced using AI-generated video and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online denounced the implementation of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This moment serves as an key lesson as we explore the appropriate use of Artificial Intelligence," stated a representative from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, using the tagline "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a growing trend among prominent corporations, particularly for the Christmas season.
- Coca-Cola has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: As videos created using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the advertising industry, with some critics noting it might negatively impact opportunities for production staff.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have likewise received scrutiny for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The episode underscores the evolving debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
