The global fast-food chain has removed a holiday commercial created using generative AI following encountering considerable public disapproval.
The short ad was produced via AI video tools and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, audiences online lambasted the employment of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This incident is an valuable lesson as we explore the effective utilization of Artificial Intelligence," said a representative from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that might go awry during the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI-created content have become a growing phenomenon among large brands, notably for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because clips produced using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising sector, with some critics pointing out it could reduce opportunities for camera crews.
Response from the Creators
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved producing "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Mixed Public Reception
While the McDonald's ad was mostly panned, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "positive sentiment rating" from the public.
However, several companies have also faced criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The situation underscores the ongoing discussion within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
