The global fast-food chain has removed a Christmas advertisement created using generative AI after receiving widespread public disapproval.
The short film was developed using AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media criticized the use of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This moment is an important lesson as we explore the appropriate utilization of generative technology," commented a representative from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the festive season, under the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a rising phenomenon among prominent corporations, notably for the holiday season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: As videos created with generative AI are prone to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the advertising sector, with some commenters noting it might negatively impact opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise received scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The situation underscores the ongoing discussion within the marketing and production sectors about the trade-off between AI efficiency and audience reception.
