The global fast-food chain has removed a Christmas advert created using generative AI following facing widespread public disapproval.
The short ad was developed using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media denounced the implementation of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This incident represents an key learning as we investigate the effective use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry during the Christmas break, with the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have emerged as a rising trend among prominent brands, particularly for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: As videos created using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The ad also provoked fears about automation in the creative industry, with some critics noting it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an AI trick," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, various brands have likewise received backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
