The global fast-food chain has removed a holiday commercial made using AI following receiving widespread public disapproval.
The brief spot was created with the help of generative AI clips and was originally published online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This incident is an key learning as we investigate the appropriate use of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly over the festive season, using the theme "the worst time of the year".
A Growing Trend of AI in Advertising
Campaigns that incorporate AI tools have become a rising phenomenon among major corporations, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because segments made using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production industry, with some commenters stating it could negatively impact work for production staff.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident illustrates the ongoing debate within the advertising and production industries about the trade-off between AI efficiency and audience reception.
