The global fast-food chain has pulled a holiday advertisement made with generative AI following encountering significant criticism on social media.
The brief film was produced via generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online criticized the implementation of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience represents an valuable learning as we explore the appropriate utilization of generative technology," said a statement from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the Christmas break, with the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI-created content have become a increasing phenomenon among prominent corporations, notably for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: As clips made with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative sector, with some observers stating it could affect opportunities for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "just as we would on any traditional production".
"This was not an experiment," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly received a significant "positive feedback" from viewers.
However, various brands have likewise faced backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation highlights the continuing discussion within the marketing and production sectors about the trade-off between AI efficiency and audience reception.
