The global fast-food chain has removed a Christmas commercial created using Artificial Intelligence following receiving considerable criticism on social media.
The short film was developed using generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Several called it "creepy" and "jarringly assembled".
"This incident is an important lesson as we explore the effective application of AI," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature generative AI have become a growing phenomenon among major corporations, especially for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since segments made with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the production sector, with some critics pointing out it could affect opportunities for production staff.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, several companies have also received criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation illustrates the continuing discussion within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
