The global fast-food chain has taken down a holiday commercial made via Artificial Intelligence after encountering significant public disapproval.
The short spot was produced with the help of AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media criticized the use of AI in the film. A number of called it "disturbing" and "poorly edited".
"This moment represents an valuable learning as we examine the effective use of Artificial Intelligence," stated a representative from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that can go wrong over the holidays, with the slogan "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have become a growing phenomenon among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since clips made using generative AI are susceptible to degrade the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the advertising sector, with some critics pointing out it could negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive feedback" from the public.
However, several companies have likewise received scrutiny for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The situation highlights the ongoing debate within the advertising and production industries about the balance between technological innovation and audience reception.
