The global fast-food chain has removed a Christmas commercial made via AI after encountering considerable public disapproval.
The 45-second film was created via generative AI clips and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. A number of labeled it "disturbing" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we explore the appropriate application of Artificial Intelligence," stated a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, with the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature AI tools have emerged as a rising phenomenon among prominent corporations, particularly for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because videos made using generative AI are susceptible to degrade the more extended they are, most such clips tend to be only short in length.
- Industry Concerns: The video also sparked concerns about automation in the production sector, with some observers stating it might affect work for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from online commenters.
However, several companies have also received backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The episode highlights the evolving conversation within the advertising and production sectors about the balance between new tools and human craftsmanship.
