The global fast-food chain has pulled a Christmas commercial produced using generative AI after receiving significant public disapproval.
The short film was created via generative AI clips and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the film. Several labeled it "creepy" and "jarringly assembled".
"This incident serves as an valuable learning as we examine the appropriate utilization of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry over the Christmas break, using the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a increasing phenomenon among prominent brands, particularly for the holiday period.
- Coca-Cola has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since videos produced using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising industry, with some observers pointing out it could reduce opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "It was a film."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "positive feedback" from online commenters.
However, other businesses have also encountered backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that some described as "lazy" and "uncanny".
The episode underscores the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
