The global fast-food chain has taken down a Christmas commercial created using Artificial Intelligence after facing widespread public disapproval.
The 45-second spot was created using generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online denounced the employment of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience is an valuable lesson as we examine the appropriate utilization of AI," said a representative from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong over the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate AI-created content have emerged as a growing trend among prominent companies, particularly for the Christmas season.
- Coca-Cola has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because videos produced using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked fears about automation in the advertising industry, with some observers noting it could reduce work for actors.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, various brands have also encountered scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode underscores the continuing debate within the advertising and production industries about the balance between technological innovation and human craftsmanship.
