The global fast-food chain has pulled a holiday advert made with Artificial Intelligence following facing considerable online backlash.
The short film was produced via AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the use of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an valuable learning as we examine the proper application of generative technology," commented a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry over the Christmas break, with the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have become a growing phenomenon among large companies, especially for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be about short in length.
- Broader Implications: The video also provoked fears about job displacement in the advertising sector, with some critics stating it might negatively impact work for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also faced backlash for using the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The incident highlights the continuing conversation within the advertising and creative sectors about the balance between new tools and human craftsmanship.
