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  • Mal McCallion

Video of the Week: Would you like AIs with that?

McDonald's has premiered an ambitious campaign, promoting the virtues of using AI Avatars to translate inter-generational messages between family members - whilst chowing down on some brand-forward scran at the same time.

It's an intriguing idea - but Herecilla's face in the image above probably sums up its overall success.

It's a bit of a mess, to be honest. HeyGen is the AI Avatar partner - and they're really good, we use them for loads of agent campaigns - but plonking that cool tech onto a tablet, in the middle of a restaurant, when the avatar you're watching is literally sitting next to you in human form, is uber-weird.

I often go on about 'solutions looking for problems' and this execution looks very much like it; the product of a marketing meeting that went on too long, until someone went 'why don't we just get the translation feature into Maccy-D's and hope for the best?'

It doesn't seem to have been promoted by McDonald's, just HeyGen, which may illustrate what the former feels about it. But it's a good reminder of one of the oldest adages in tech. So, repeat after me:

"Just because you can, does not mean that you should."

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