The global fast-food chain has taken down a Christmas advert produced via generative AI following facing significant public disapproval.
The 45-second film was produced with the help of generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an valuable lesson as we explore the proper use of AI," said a representative from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the Christmas break, with the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that include generative AI have become a increasing trend among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Inherent Limitations: Since clips made with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also raised concerns about job displacement in the creative sector, with some critics stating it could reduce work for production staff.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, other businesses have also encountered backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The incident illustrates the ongoing debate within the advertising and production industries about the trade-off between new tools and creative integrity.
