The global fast-food chain has pulled a holiday advertisement produced with AI after receiving widespread public disapproval.
The short film was developed using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Following its publication, commenters criticized the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This experience serves as an important learning as we examine the effective application of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of things that often go badly during the Christmas break, with the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate generative AI have emerged as a increasing phenomenon among prominent brands, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos made with current AI video tools are susceptible to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising industry, with some critics stating it could affect work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, several companies have also encountered scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation illustrates the continuing debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
