The global fast-food chain has removed a holiday advertisement created with generative AI after receiving significant online backlash.
The short film was created with the help of AI video tools and was first uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online denounced the employment of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an key lesson as we investigate the appropriate utilization of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various things that might go awry over the holidays, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Campaigns that include generative AI have emerged as a increasing trend among major companies, notably for the holiday season.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: As segments created with current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some commenters pointing out it could affect opportunities for production staff.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "positive sentiment rating" from the public.
However, various brands have likewise received scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the continuing conversation within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
