The global fast-food chain has taken down a holiday advertisement made via generative AI after receiving considerable public disapproval.
The 45-second film was created via generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the implementation of AI in the commercial. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an important lesson as we investigate the proper utilization of AI," said a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong over the festive season, using the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Commercials that incorporate AI tools have become a rising phenomenon among large brands, particularly for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments created using generative AI are more likely to degrade the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the production industry, with some commenters noting it could affect work for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, other businesses have also faced criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The incident highlights the continuing debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
