The global fast-food chain has removed a holiday advertisement made via AI following facing significant criticism on social media.
The 45-second film was produced via AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, commenters denounced the employment of AI in the film. A number of called it "disturbing" and "poorly edited".
"This incident represents an important learning as we explore the proper application of generative technology," said a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that might go awry over the festive season, under the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI-created content have become a rising trend among large brands, notably for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since videos produced using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also sparked fears about job displacement in the production industry, with some observers noting it might affect opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, various brands have likewise received scrutiny for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The episode illustrates the ongoing debate within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
