The global fast-food chain has taken down a holiday advertisement produced using Artificial Intelligence following facing considerable public disapproval.
The 45-second spot was developed via AI-generated video and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This moment represents an key lesson as we investigate the appropriate application of Artificial Intelligence," commented a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of things that might go awry over the festive season, under the slogan "the worst time of the year".
The Trend of AI Commercials
Adverts that incorporate AI-created content have become a growing trend among prominent companies, particularly for the holiday campaign season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Because segments created using generative AI are susceptible to become unstable the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the creative industry, with some commenters pointing out it might reduce opportunities for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, various brands have likewise received backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The incident underscores the evolving debate within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
