The global fast-food chain has removed a holiday advertisement produced with generative AI following facing widespread online backlash.
The short film was produced via AI video tools and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, audiences online denounced the employment of AI in the advert. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the appropriate use of Artificial Intelligence," stated a statement from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the holidays, using the slogan "the worst time of the year".
The Movement of AI in Advertising
Adverts that include generative AI have become a increasing phenomenon among major corporations, particularly for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: Because clips created with current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked fears about job displacement in the advertising industry, with some critics stating it might affect work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have also faced backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident underscores the evolving discussion within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
