The global fast-food chain has taken down a holiday advert created with generative AI following facing significant criticism on social media.
The 45-second spot was created with the help of generative AI clips and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media denounced the implementation of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the effective use of AI," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry during the festive season, with the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have become a increasing phenomenon among major companies, especially for the Christmas period.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Inherent Limitations: Since segments made with generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising sector, with some critics noting it could negatively impact work for actors.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a finished piece."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a significant "positive sentiment rating" from viewers.
However, other businesses have also encountered scrutiny for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The incident illustrates the evolving discussion within the advertising and production industries about the balance between new tools and audience reception.
