The global fast-food chain has removed a holiday commercial produced with AI after facing considerable criticism on social media.
The brief ad was developed with the help of AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Shortly after its release, commenters lambasted the use of AI in the advert. A number of labeled it "creepy" and "poorly edited".
"This moment is an key learning as we examine the proper utilization of Artificial Intelligence," said a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly during the Christmas break, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include AI tools have emerged as a increasing phenomenon among major brands, especially for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips made using generative AI are more likely to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about automation in the production sector, with some critics pointing out it might negatively impact work for actors.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from the public.
However, several companies have likewise faced criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
