McDonald's Netherlands Takes Down Artificial Intelligence Festive Advertisement Following Backlash.
The global fast-food chain has taken down a Christmas advert made with Artificial Intelligence following facing widespread public disapproval.
The brief spot was created with the help of generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This experience is an valuable lesson as we investigate the appropriate application of generative technology," commented a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry over the festive season, with the slogan "the worst time of the year".
The Movement of AI in Advertising
Commercials that include AI tools have emerged as a rising trend among prominent corporations, notably for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos produced with current AI video tools are prone to distort the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the production sector, with some observers stating it could negatively impact opportunities for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have likewise faced backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "disturbing".
The episode highlights the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
