The global fast-food chain has pulled a holiday advert produced via Artificial Intelligence after facing significant public disapproval.
The 45-second film was produced using AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters criticized the employment of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This incident is an key lesson as we examine the appropriate use of generative technology," stated a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the Christmas break, under the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have become a increasing trend among major corporations, particularly for the holiday season.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Inherent Limitations: As videos made with current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the production sector, with some commenters pointing out it might affect work for camera crews.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, various brands have likewise encountered criticism for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation highlights the ongoing conversation within the advertising and production sectors about the trade-off between new tools and audience reception.
