The global fast-food chain has pulled a holiday advert made with generative AI after facing considerable criticism on social media.
The short spot was developed with the help of AI video tools and was first released on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This experience represents an valuable lesson as we explore the proper utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that can go wrong over the festive season, with the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a increasing phenomenon among prominent corporations, particularly for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since segments made using generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the creative industry, with some observers stating it might reduce work for actors.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a significant "favorable response" from viewers.
However, several companies have likewise faced criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode illustrates the continuing debate within the marketing and creative industries about the balance between new tools and audience reception.
