The global fast-food chain has taken down a Christmas commercial made using generative AI following facing widespread public disapproval.
The 45-second spot was created via AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the advert. Several called it "creepy" and "awkwardly stitched together".
"This experience is an important lesson as we examine the proper use of AI," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly over the holidays, using the theme "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate AI-created content have become a rising phenomenon among major companies, especially for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: Because clips produced using generative AI are prone to distort the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The video also provoked fears about automation in the production sector, with some commenters stating it might reduce opportunities for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a significant "favorable response" from the public.
However, various brands have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The incident underscores the ongoing discussion within the marketing and production sectors about the balance between technological innovation and audience reception.
