The global fast-food chain has removed a Christmas commercial created with generative AI following facing significant criticism on social media.
The 45-second spot was produced with the help of generative AI clips and was first uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the advert. Many called it "disturbing" and "awkwardly stitched together".
"This experience is an valuable lesson as we investigate the proper use of Artificial Intelligence," said a representative from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong over the festive season, using the slogan "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate generative AI have become a increasing phenomenon among prominent brands, notably for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: As clips produced with generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the production sector, with some critics stating it could negatively impact opportunities for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a significant "positive feedback" from online commenters.
However, various brands have also faced criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The situation underscores the continuing discussion within the advertising and creative industries about the balance between new tools and human craftsmanship.
