The global fast-food chain has removed a Christmas advert produced via generative AI after encountering significant public disapproval.
The 45-second spot was developed via AI-generated video and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. Many labeled it "disturbing" and "poorly edited".
"This incident represents an valuable learning as we investigate the appropriate application of AI," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that can go wrong over the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that feature generative AI have become a growing trend among large brands, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments produced using generative AI 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 worries about the replacement of human roles in the advertising industry, with some observers pointing out it might affect opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "favorable response" from viewers.
However, other businesses have likewise encountered criticism for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The episode highlights the evolving discussion within the advertising and creative sectors about the balance between new tools and human craftsmanship.
