The global fast-food chain has pulled a Christmas advert produced via generative AI following facing significant online backlash.
The 45-second spot was developed using AI video tools and was first released online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, audiences online denounced the implementation of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This moment represents an important lesson as we examine the appropriate use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that might go awry over the festive season, under the slogan "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have become a increasing phenomenon among large corporations, particularly for the Christmas period.
- Another beverage giant has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: As videos created with current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the advertising sector, with some critics stating it might reduce work for actors.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a significant "positive feedback" from the public.
However, other businesses have also received criticism for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident underscores the continuing discussion within the advertising and production sectors about the trade-off between AI efficiency and human craftsmanship.
