The global fast-food chain has taken down a holiday commercial made using AI following encountering significant public disapproval.
The 45-second spot was created via generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This experience serves as an important lesson as we investigate the proper use of generative technology," commented a statement from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly during the Christmas break, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among large companies, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips produced with generative AI are prone to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about the replacement of human roles in the creative sector, with some critics pointing out it could affect opportunities for actors.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis received a significant "positive sentiment rating" from the public.
However, several companies have also received scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident underscores the ongoing discussion within the advertising and production sectors about the balance between new tools and human craftsmanship.
