The global fast-food chain has pulled a holiday advert made using generative AI after facing widespread criticism on social media.
The brief ad was produced using AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. A number of described it as "disturbing" and "awkwardly stitched together".
"This incident is an important lesson as we explore the proper utilization of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry over the holidays, using the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a increasing trend among major corporations, especially for the Christmas period.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Inherent Limitations: Since videos produced using generative AI are prone to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the production sector, with some critics pointing out it might reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, various brands have likewise encountered criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation underscores the continuing debate within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
