The global fast-food chain has taken down a Christmas advertisement created via generative AI after facing significant public disapproval.
The short film was developed using AI-generated video and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the film. Several described it as "uncanny" and "jarringly assembled".
"This experience serves as an key learning as we explore the proper utilization of AI," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that often go badly during the holidays, using the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that feature AI-created content have become a rising phenomenon among major brands, particularly for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Since segments created using current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative industry, with some commenters noting it could reduce work for camera crews.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also received scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation highlights the continuing debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
