The global fast-food chain has removed a holiday commercial created with AI after facing widespread public disapproval.
The 45-second ad was developed with the help of AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media criticized the employment of AI in the advert. Many labeled it "uncanny" and "jarringly assembled".
"This incident serves as an valuable lesson as we investigate the effective utilization of AI," stated a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong over the festive season, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have emerged as a growing trend among prominent corporations, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Technical Challenges: As clips produced with generative AI are susceptible to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising industry, with some critics pointing out it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, several companies have also encountered backlash for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident highlights the continuing discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
