McDonald's Netherlands Takes Down AI-Created Festive Advertisement In the Wake of Backlash.
The global fast-food chain has removed a Christmas advert produced via generative AI after receiving considerable online backlash.
The 45-second spot was produced via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, audiences online denounced the use of AI in the film. Many labeled it "uncanny" and "jarringly assembled".
"This moment serves as an valuable lesson as we investigate the proper utilization of Artificial Intelligence," stated a statement from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, under the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that feature generative AI have emerged as a rising phenomenon among large corporations, particularly for the Christmas period.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Because segments produced using current AI video tools are more likely to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the advertising industry, with some commenters pointing out it could negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, various brands have likewise encountered criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
