The global fast-food chain has removed a holiday commercial produced with Artificial Intelligence following facing considerable criticism on social media.
The 45-second spot was produced using AI-generated video and was originally released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media criticized the implementation of AI in the commercial. Many labeled it "uncanny" and "poorly edited".
"This experience is an valuable lesson as we explore the proper application of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that can go wrong over the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI-created content have emerged as a increasing phenomenon among major brands, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Since segments made using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the production sector, with some commenters noting it might reduce work for camera crews.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the development required "seven weeks" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a significant "favorable response" from viewers.
However, various brands have likewise received backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation illustrates the evolving debate within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
