The global fast-food chain has removed a Christmas commercial made via generative AI after encountering significant public disapproval.
The short ad was created via AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, commenters denounced the implementation of AI in the advert. Several called it "uncanny" and "jarringly assembled".
"This incident represents an key learning as we examine the effective use of AI," stated a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the festive season, under the tagline "the most terrible time of the year".
The Movement of AI Commercials
Commercials that incorporate AI-created content have emerged as a rising trend among large brands, particularly for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As clips created using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also raised fears about job displacement in the advertising industry, with some critics stating it might reduce work for actors.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the creation required "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from the public.
However, several companies have also faced backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation highlights the ongoing conversation within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
