The global fast-food chain has pulled a Christmas advertisement created via generative AI following facing considerable criticism on social media.
The 45-second film was developed with the help of generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the film. Many labeled it "uncanny" and "poorly edited".
"This incident is an key learning as we explore the proper application of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that might go awry during the festive season, using the slogan "the worst time of the year".
The Movement of AI Commercials
Campaigns that include AI tools have become a rising trend among major corporations, notably for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments made using generative AI are more likely to distort the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative sector, with some critics stating it might affect opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, other businesses have likewise received backlash for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The situation underscores the ongoing debate within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
