The global fast-food chain has pulled a holiday advertisement created using generative AI following encountering significant public disapproval.
The 45-second ad was created using generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters criticized the employment of AI in the advert. A number of described it as "disturbing" and "jarringly assembled".
"This incident serves as an important learning as we investigate the proper utilization of generative technology," said a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry during the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a growing phenomenon among prominent corporations, especially for the holiday season.
- Coca-Cola has also released back-to-back AI-created holiday ads.
- Technical Challenges: As segments produced with current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the advertising industry, with some critics stating it could negatively impact work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the response for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, several companies have also encountered criticism for using the technique in marketing. Italian brand Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The situation highlights the ongoing conversation within the advertising and production sectors about the trade-off between technological innovation and creative integrity.
