The global fast-food chain has pulled a holiday advert created using generative AI after facing considerable criticism on social media.
The brief spot was produced with the help of generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Following its publication, commenters denounced the implementation of AI in the film. Several called it "disturbing" and "poorly edited".
"This moment represents an valuable lesson as we explore the effective utilization of generative technology," stated a statement from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry during the festive season, using the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate generative AI have emerged as a rising trend among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As videos made with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising sector, with some observers noting it might affect opportunities for camera crews.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an experiment," she commented. "It was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The incident highlights the ongoing discussion within the advertising and production industries about the trade-off between new tools and human craftsmanship.
