The global fast-food chain has taken down a holiday advertisement created using generative AI after encountering significant online backlash.
The 45-second ad was produced with the help of AI video tools and was originally released online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This experience serves as an valuable learning as we examine the effective use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, with the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include generative AI have become a rising trend among large companies, notably for the Christmas season.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: Since segments created using current AI video tools are susceptible to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the advertising industry, with some observers pointing out it could reduce opportunities for camera crews.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand according to analysis garnered a 61% "positive feedback" from viewers.
However, various brands have also received scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The situation underscores the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
