The global fast-food chain has pulled a Christmas advertisement created using Artificial Intelligence after facing considerable online backlash.
The brief spot was developed using AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the film. Several described it as "uncanny" and "awkwardly stitched together".
"This experience is an important learning as we investigate the appropriate use of AI," commented a spokesperson from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that might go awry during the Christmas break, under the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that incorporate AI tools have become a growing trend among large companies, notably for the Christmas campaign season.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Technical Challenges: As segments created with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the creative sector, with some commenters pointing out it could affect work for actors.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved producing "thousands of takes" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a significant "favorable response" from viewers.
However, other businesses have also encountered criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The situation illustrates the continuing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
