The global fast-food chain has pulled a holiday commercial produced using AI following facing significant criticism on social media.
The short film was produced using AI-generated video and was first uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters denounced the employment of AI in the film. Several labeled it "creepy" and "awkwardly stitched together".
"This moment is an valuable lesson as we investigate the appropriate application of Artificial Intelligence," commented a spokesperson from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, using the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that feature generative AI have become a growing trend among major corporations, notably for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Inherent Limitations: As videos created using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about job displacement in the production sector, with some critics pointing out it could reduce work for actors.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an experiment," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a significant "favorable response" from viewers.
However, several companies have also faced backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation underscores the evolving discussion within the advertising and production industries about the balance between new tools and creative integrity.
