The global fast-food chain has taken down a holiday advert created using generative AI following receiving significant public disapproval.
The 45-second spot was created with the help of AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Following its publication, commenters criticized the implementation of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This incident is an valuable lesson as we investigate the appropriate application of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that incorporate AI tools have become a growing trend among prominent brands, notably for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments produced using generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production industry, with some commenters noting it might affect work for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop'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 generating "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't an experiment," she commented. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive feedback" from viewers.
However, various brands have also faced backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The situation highlights the ongoing debate within the advertising and production industries about the trade-off between new tools and audience reception.
