The global fast-food chain has pulled a Christmas commercial made via generative AI following encountering widespread online backlash.
The brief spot was created via generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online denounced the employment of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This experience is an important lesson as we explore the appropriate use of generative technology," stated a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry over the festive season, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have become a rising phenomenon among large corporations, notably for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As clips produced with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised concerns about job displacement in the advertising sector, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, other businesses have also encountered scrutiny for employing AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The situation illustrates the continuing discussion within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
