The global fast-food chain has taken down a Christmas advert made using Artificial Intelligence following encountering widespread online backlash.
The short spot was developed with the help of AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, commenters lambasted the use of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an important lesson as we explore the effective use of AI," said a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the Christmas break, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI-created content have become a increasing phenomenon among major companies, particularly for the Christmas period.
- Coca-Cola has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Since videos created using current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the production sector, with some commenters stating it might negatively impact opportunities for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the development took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have also encountered backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident highlights the ongoing conversation within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
