The global fast-food chain has removed a holiday advert made via generative AI following encountering significant public disapproval.
The brief spot was produced with the help of generative AI clips and was first published online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, viewers on social media criticized the use of AI in the commercial. Several labeled it "creepy" and "jarringly assembled".
"This moment is an valuable learning as we examine the effective utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong during the holidays, with the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among prominent corporations, especially for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos made using generative AI are prone to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the advertising sector, with some observers noting it might affect opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The episode underscores the continuing discussion within the advertising and production sectors about the trade-off between technological innovation and human craftsmanship.
