The global fast-food chain has removed a Christmas advertisement produced via generative AI after receiving considerable public disapproval.
The short spot was produced with the help of generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the use of AI in the advert. A number of called it "disturbing" and "awkwardly stitched together".
"This experience represents an key lesson as we investigate the appropriate use of AI," commented a spokesperson from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong during the holidays, with the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include generative AI have emerged as a rising phenomenon among large brands, especially for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: As segments made using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the advertising industry, with some commenters noting it could negatively impact opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a significant "favorable response" from viewers.
However, other businesses have also faced scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "uncanny".
The incident highlights the continuing discussion within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
