The global fast-food chain has pulled a Christmas advert produced using generative AI following encountering significant online backlash.
The 45-second ad was developed via AI-generated video and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, audiences online denounced the employment of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This incident is an valuable learning as we investigate the appropriate application of AI," stated a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that might go awry during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI-created content have emerged as a increasing trend among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas commercials.
- Technical Challenges: As segments made with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about automation in the advertising sector, with some critics stating it might reduce work for actors.
Defense from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved generating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The situation highlights the ongoing conversation within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
