The global fast-food chain has removed a Christmas commercial made via Artificial Intelligence following facing considerable public disapproval.
The 45-second spot was developed with the help of generative AI clips and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This experience is an valuable learning as we explore the proper application of generative technology," stated a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, under the theme "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI-created content have become a increasing trend among major companies, notably for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: As segments created using current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the creative sector, with some critics stating it might negatively impact opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The incident illustrates the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
