The global fast-food chain has removed a Christmas advertisement created with generative AI following receiving widespread criticism on social media.
The 45-second spot was developed using AI video tools and was initially uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Many labeled it "disturbing" and "jarringly assembled".
"This experience is an valuable learning as we explore the proper use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, using the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Commercials that feature generative AI have become a growing phenomenon among prominent brands, notably for the holiday season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As clips made with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about automation in the production sector, with some critics pointing out it might reduce opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "favorable response" from viewers.
However, various brands have also received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The situation highlights the ongoing conversation within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
