The global fast-food chain has removed a Christmas advert made via generative AI following encountering significant public disapproval.
The short spot was developed using AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, commenters denounced the use of AI in the film. Many called it "uncanny" and "poorly edited".
"This incident represents an important lesson as we examine the appropriate use of generative technology," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the Christmas break, using the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that include AI-created content have emerged as a growing phenomenon among large companies, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short 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 camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
She stated, the production process took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, other businesses have likewise faced criticism for employing AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The episode highlights the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and audience reception.
