The global fast-food chain has taken down a Christmas advert made via generative AI following facing widespread public disapproval.
The short spot was created using AI video tools and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the use of AI in the commercial. Several labeled it "creepy" and "poorly edited".
"This moment is an key lesson as we examine the appropriate utilization of Artificial Intelligence," commented a representative from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI tools have emerged as a increasing trend among prominent brands, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced using current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the production sector, with some observers pointing out it could reduce work for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, several companies have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The situation highlights the ongoing debate within the advertising and production industries about the balance between new tools and audience reception.
