The global fast-food chain has removed a Christmas commercial produced via AI following receiving widespread public disapproval.
The short spot was created via AI video tools and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online lambasted the use of AI in the advert. Several labeled it "uncanny" and "jarringly assembled".
"This incident serves as an important lesson as we explore the appropriate application of generative technology," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various situations that might go awry during the holidays, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that feature generative AI have emerged as a rising phenomenon among prominent brands, particularly for the holiday campaign season.
- Coca-Cola has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips created with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also raised concerns about job displacement in the creative industry, with some critics stating it could reduce opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't an experiment," she commented. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received criticism for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing debate within the advertising and creative industries about the trade-off between new tools and creative integrity.
