The global fast-food chain has taken down a holiday advertisement created with generative AI following encountering considerable public disapproval.
The short spot was developed via generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we explore the appropriate use of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that often go badly over the festive season, using the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that include AI tools have become a rising phenomenon among large brands, notably for the Christmas season.
- Another beverage giant has recently launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because clips created using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising industry, with some critics noting it might affect work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development took "seven weeks" and involved generating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly panned, the response for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a 61% "positive feedback" from viewers.
However, various brands have likewise faced criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The incident illustrates the evolving conversation within the advertising and production sectors about the trade-off between new tools and audience reception.
