The global fast-food chain has pulled a Christmas advert made via AI after facing considerable criticism on social media.
The 45-second ad was developed via generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online criticized the implementation of AI in the advert. Many described it as "creepy" and "poorly edited".
"This incident is an key lesson as we investigate the effective application of AI," stated a representative from the company.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that feature generative AI have emerged as a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As clips created with generative AI are more likely to degrade the longer they run, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the creative sector, with some observers noting it might affect opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly achieved a significant "favorable response" from viewers.
However, other businesses have likewise faced scrutiny for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The situation highlights the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and audience reception.
