The global fast-food chain has removed a Christmas commercial created using Artificial Intelligence following encountering widespread public disapproval.
The short spot was developed with the help of AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the commercial. A number of labeled it "disturbing" and "poorly edited".
"This moment is an key lesson as we examine the proper utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry during the holidays, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate AI tools have become a increasing phenomenon among prominent corporations, notably for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: As clips produced with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also raised worries about automation in the creative industry, with some commenters pointing out it could negatively impact opportunities for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, various brands have likewise received scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and production industries about the balance between AI efficiency and audience reception.
