The global fast-food chain has taken down a holiday advertisement produced using generative AI following receiving considerable public disapproval.
The short film was produced via AI-generated video and was initially uploaded publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the advert. A number of described it as "uncanny" and "jarringly assembled".
"This incident is an valuable learning as we explore the proper application of Artificial Intelligence," commented a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that incorporate generative AI have become a growing phenomenon among large companies, particularly for the holiday period.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments created with current AI video tools are susceptible to degrade the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about the replacement of human roles in the creative industry, with some commenters stating it might affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation required "seven weeks" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have also received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation highlights the continuing debate within the advertising and creative sectors about the balance between new tools and creative integrity.
