The global fast-food chain has taken down a holiday advert made using generative AI after receiving significant criticism on social media.
The 45-second film was developed with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online denounced the implementation of AI in the advert. A number of called it "creepy" and "awkwardly stitched together".
"This incident represents an valuable lesson as we investigate the effective utilization of AI," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various things that can go wrong over the holidays, with the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that feature AI-created content have become a increasing phenomenon among large companies, notably for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Because videos created using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the creative industry, with some observers stating it might reduce opportunities for camera crews.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "in the same way we would on any standard production".
"This was not an experiment," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a significant "favorable response" from the public.
However, various brands have also faced backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The episode highlights the ongoing debate within the advertising and production industries about the balance between technological innovation and audience reception.
