The global fast-food chain has taken down a Christmas advertisement created via AI after receiving considerable criticism on social media.
The 45-second film was produced via AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This experience represents an key learning as we explore the proper use of generative technology," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong during the Christmas break, with the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that include generative AI have become a rising trend among prominent corporations, especially for the holiday season.
- Coca-Cola has recently released consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments made with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs 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 sector, with some commenters stating it might affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "favorable response" from viewers.
However, various brands have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident underscores the ongoing debate within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
