McDonald's Netherlands Takes Down Artificial Intelligence Holiday Commercial Following Online Criticism.
The global fast-food chain has removed a holiday commercial produced with Artificial Intelligence after encountering widespread public disapproval.
The 45-second spot was created with the help of AI-generated video and was initially published publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the film. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an important lesson as we investigate the proper utilization of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the festive season, using the theme "the worst time of the year".
The Movement of AI in Advertising
Campaigns that incorporate generative AI have become a rising trend among major companies, notably for the Christmas period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Since clips produced with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the advertising sector, with some observers pointing out it could affect work for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the development required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also faced scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The episode highlights the continuing discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.