The global fast-food chain has pulled a holiday advert made with Artificial Intelligence after receiving significant public disapproval.
The short film was produced using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media criticized the use of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This moment is an valuable lesson as we examine the proper utilization of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry over the festive season, with the slogan "the worst time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate generative AI have emerged as a growing trend among large companies, notably for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since videos created with current AI video tools are more likely to distort the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising sector, with some observers pointing out it might affect opportunities for production staff.
Response from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a significant "favorable response" from viewers.
However, various brands have also encountered criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The situation illustrates the evolving conversation within the advertising and production sectors about the balance between AI efficiency and creative integrity.
