The global fast-food chain has taken down a Christmas commercial made via generative AI following encountering significant public disapproval.
The brief spot was created via AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the film. Many labeled it "disturbing" and "poorly edited".
"This incident represents an important learning as we investigate the appropriate utilization of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that can go wrong during the holidays, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature generative AI have become a growing trend among major corporations, notably for the Christmas period.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos produced using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the advertising industry, with some observers noting it could affect work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident underscores the continuing discussion within the advertising and creative industries about the balance between technological innovation and creative integrity.
