The global fast-food chain has pulled a holiday advertisement created with generative AI after encountering widespread public disapproval.
The brief film was created with the help of AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, commenters lambasted the implementation of AI in the film. Several described it as "creepy" and "jarringly assembled".
"This experience is an important learning as we explore the effective utilization of generative technology," said a statement from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that include generative AI have become a growing phenomenon among prominent corporations, particularly for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Since segments created with current AI video tools are prone to degrade the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative sector, with some observers noting it might reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive feedback" from online commenters.
However, several companies have likewise received criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode highlights the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
