The global fast-food chain has removed a Christmas advertisement created with generative AI after receiving considerable online backlash.
The brief film was created using AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Many described it as "creepy" and "poorly edited".
"This incident serves as an valuable learning as we investigate the appropriate application of generative technology," stated a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry over the festive season, with the slogan "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate generative AI have become a increasing trend among major companies, particularly for the Christmas season.
- Another beverage giant has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because segments made with current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also provoked concerns about job displacement in the advertising industry, with some commenters stating it might negatively impact opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, several companies have likewise received backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The episode illustrates the ongoing discussion within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
