The global fast-food chain has taken down a Christmas advert produced via generative AI following encountering widespread criticism on social media.
The 45-second spot was created with the help of generative AI clips and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This incident serves as an key learning as we explore the proper utilization of AI," said a representative from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that often go badly during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a increasing phenomenon among large corporations, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: As segments made using current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the production sector, with some commenters stating it might affect work for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, other businesses have also received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The situation illustrates the ongoing conversation within the advertising and production industries about the trade-off between AI efficiency and human craftsmanship.
