The global fast-food chain has taken down a Christmas advert produced via generative AI following receiving considerable criticism on social media.
The brief ad was created via generative AI clips and was originally published online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This incident serves as an valuable lesson as we examine the appropriate application of generative technology," said a representative from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various things that can go wrong during the Christmas break, using the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature generative AI have become a rising trend among prominent corporations, especially for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because clips made using current AI video tools are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the creative industry, with some observers pointing out it could affect opportunities for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved generating "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also received scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The situation highlights the ongoing discussion within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
