The global fast-food chain has pulled a holiday advert made via Artificial Intelligence following facing significant criticism on social media.
The short spot was developed using generative AI clips and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the film. Many called it "uncanny" and "poorly edited".
"This experience represents an key learning as we investigate the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, under the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that include AI tools have become a increasing trend among major corporations, especially for the Christmas campaign season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: As segments made with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the creative industry, with some observers pointing out it might negatively impact opportunities for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The episode highlights the continuing discussion within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
