The global fast-food chain has taken down a holiday advert created using generative AI after receiving considerable public disapproval.
The 45-second film was developed via AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Following its publication, commenters criticized the use of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an important learning as we explore the effective application of generative technology," said a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that incorporate generative AI have become a growing trend among large brands, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: As segments made using current AI video tools are susceptible to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also raised worries about job displacement in the creative sector, with some critics stating it might affect opportunities for actors.
Defense from the Creators
After the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the development took "seven weeks" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a significant "favorable response" from viewers.
However, various brands have also received criticism for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation highlights the continuing debate within the marketing and creative industries about the balance between new tools and creative integrity.
