The global fast-food chain has removed a Christmas advert produced via generative AI following encountering widespread criticism on social media.
The short film was created with the help of generative AI clips and was originally released online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, viewers on social media denounced the implementation of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This incident serves as an valuable learning as we explore the proper application of generative technology," stated a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong over the holidays, under the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a increasing trend among major corporations, particularly for the Christmas period.
- Coca-Cola has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since videos made using current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the creative sector, with some observers noting it might negatively impact opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, several companies have likewise faced criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The situation highlights the evolving discussion within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
