The global fast-food chain has pulled a Christmas advert produced with generative AI after facing considerable public disapproval.
The 45-second spot was produced using generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This moment represents an important lesson as we investigate the effective application of AI," said a statement from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry during the holidays, under the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have become a increasing phenomenon among prominent corporations, especially for the holiday season.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Inherent Limitations: Since clips produced with generative AI are susceptible to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The video also provoked concerns about automation in the production sector, with some critics stating it could reduce opportunities for actors.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, defended the project.
She stated, the creation took "seven weeks" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise faced backlash for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode highlights the evolving discussion within the advertising and production industries about the balance between new tools and human craftsmanship.
