The global fast-food chain has removed a Christmas commercial made with generative AI after facing significant online backlash.
The short film was created with the help of AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online criticized the employment of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we explore the appropriate utilization of Artificial Intelligence," said a representative from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, using the slogan "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among major brands, especially for the Christmas season.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: As videos made using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the advertising industry, with some observers noting it could reduce opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation took "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation highlights the continuing debate within the advertising and production industries about the balance between technological innovation and human craftsmanship.
