The global fast-food chain has taken down a Christmas advert made via generative AI after encountering considerable online backlash.
The short film was created with the help of AI-generated video and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the use of AI in the film. A number of called it "creepy" and "poorly edited".
"This incident serves as an key learning as we investigate the effective utilization of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the holidays, with the tagline "the worst time of the year".
The Trend of AI Commercials
Campaigns that include generative AI have become a increasing trend among large corporations, particularly for the holiday period.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because clips made using current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised fears about job displacement in the production sector, with some critics stating it might affect work for actors.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This was not an AI trick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, several companies have also faced backlash for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode illustrates the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
