The global fast-food chain has removed a holiday commercial made via AI following encountering significant public disapproval.
The short ad was produced via AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media denounced the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment is an key learning as we examine the proper utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the holidays, under the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that include AI tools have become a increasing phenomenon among major companies, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Inherent Limitations: As videos created using generative AI are susceptible to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the advertising industry, with some critics noting it could negatively impact work for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, various brands have also faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident highlights the continuing debate within the marketing and production industries about the balance between technological innovation and human craftsmanship.
