The global fast-food chain has taken down a holiday advert made using AI following facing significant criticism on social media.
The brief film was created via AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the film. Several labeled it "creepy" and "poorly edited".
"This moment serves as an key learning as we examine the proper utilization of generative technology," said a representative from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry over the Christmas break, using the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a rising phenomenon among large companies, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Technical Challenges: Since clips produced with current AI video tools are more likely to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the creative sector, with some observers pointing out it might affect opportunities for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have likewise encountered backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation highlights the evolving conversation within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
