The global fast-food chain has taken down a Christmas advert produced via generative AI following receiving considerable criticism on social media.
The brief spot was developed with the help of AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online criticized the employment of AI in the film. A number of called it "creepy" and "poorly edited".
"This moment serves as an key lesson as we investigate the proper utilization of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that often go badly over the holidays, under the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include generative AI have become a growing phenomenon among prominent corporations, notably for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since segments produced with current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the creative industry, with some critics noting it might negatively impact work for camera crews.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The incident underscores the ongoing conversation within the marketing and creative sectors about the balance between new tools and human craftsmanship.
