The global fast-food chain has taken down a Christmas advert produced using generative AI following facing significant public disapproval.
The short spot was created with the help of AI-generated video and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. A number of called it "uncanny" and "poorly edited".
"This moment is an key learning as we investigate the appropriate utilization of AI," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the festive season, under the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing trend among large corporations, especially for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Technical Challenges: Since videos created with generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the production sector, with some observers pointing out it might negatively impact work for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a significant "favorable response" from the public.
However, several companies have likewise faced backlash for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The incident underscores the evolving discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
