The global fast-food chain has taken down a Christmas advert produced via generative AI following facing widespread public disapproval.
The brief film was created via AI video tools and was originally released online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online lambasted the use of AI in the film. Many called it "uncanny" and "awkwardly stitched together".
"This incident represents an key lesson as we examine the proper use of generative technology," said a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that can go wrong during the holidays, using the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature AI-created content have become a increasing phenomenon among prominent brands, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Because clips made using generative AI are prone to distort the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about automation in the advertising industry, with some commenters noting it could affect opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The incident illustrates the evolving discussion within the advertising and production industries about the balance between technological innovation and audience reception.
