The global fast-food chain has taken down a Christmas advert produced with Artificial Intelligence following encountering widespread public disapproval.
The short film was created with the help of generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online lambasted the employment of AI in the commercial. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an key learning as we investigate the appropriate utilization of generative technology," stated a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, under the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature generative AI have become a growing phenomenon among large brands, particularly for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips produced using current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some observers pointing out it might negatively impact work for production staff.
Defense from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have also received backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
