The global fast-food chain has removed a Christmas commercial made via generative AI after facing considerable criticism on social media.
The short film was developed via generative AI clips and was initially published online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This moment is an valuable lesson as we investigate the effective use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the holidays, using the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI-created content have become a rising trend among large corporations, particularly for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked worries about automation in the advertising sector, with some critics stating it might affect work for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis garnered a significant "positive feedback" from the public.
However, various brands have likewise faced scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation illustrates the continuing discussion within the marketing and creative industries about the balance between new tools and audience reception.
