The global fast-food chain has pulled a Christmas advert made with generative AI following encountering considerable criticism on social media.
The 45-second film was developed via generative AI clips and was originally released online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the film. Many described it as "disturbing" and "poorly edited".
"This moment serves as an key lesson as we investigate the appropriate application of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the holidays, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that include AI-created content have become a increasing trend among large corporations, notably for the Christmas period.
- Another beverage giant has also launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments made using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the production industry, with some commenters pointing out it might negatively impact work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, several companies have likewise faced criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the evolving conversation within the advertising and production industries about the balance between technological innovation and audience reception.
