The global fast-food chain has taken down a holiday commercial created with generative AI following facing considerable public disapproval.
The brief spot was developed via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This incident represents an valuable learning as we explore the appropriate use of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that often go badly during the holidays, with the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI-created content have emerged as a increasing phenomenon among major companies, particularly for the Christmas period.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: As clips made using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production sector, with some critics pointing out it might affect work for production staff.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have also encountered criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the continuing discussion within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
