The global fast-food chain has pulled a holiday advert made using generative AI after facing considerable public disapproval.
The brief film was created via generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the commercial. Many labeled it "creepy" and "awkwardly stitched together".
"This incident is an valuable lesson as we explore the effective utilization of generative technology," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that include AI-created content have become a increasing phenomenon among prominent companies, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Since videos created with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising industry, with some critics stating it might affect work for production staff.
Defense from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, defended the project.
According to her, the creation required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly achieved a 61% "positive feedback" from viewers.
However, several companies have likewise faced scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the evolving debate within the advertising and production sectors about the balance between technological innovation and audience reception.
