The global fast-food chain has removed a holiday advert created via generative AI after encountering widespread public disapproval.
The 45-second film was developed with the help of generative AI clips and was originally published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the commercial. Several called it "creepy" and "jarringly assembled".
"This moment serves as an important lesson as we investigate the effective application of AI," said a statement from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, with the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Commercials that feature AI tools have emerged as a rising phenomenon among large corporations, notably for the Christmas season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Inherent Limitations: Since videos produced using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the creative industry, with some critics stating it might negatively impact work for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The incident highlights the continuing debate within the advertising and production industries about the trade-off between technological innovation and human craftsmanship.
