The global fast-food chain has removed a Christmas advertisement created with AI following receiving widespread public disapproval.
The short film was created using generative AI clips and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Shortly after its release, commenters denounced the employment of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an key lesson as we investigate the proper application of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, with the tagline "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that incorporate AI-created content have become a growing trend among major brands, particularly for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos made using generative AI are susceptible to degrade the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The ad also provoked worries about the replacement of human roles in the advertising industry, with some commenters pointing out it could negatively impact opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, various brands have also encountered criticism for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The situation highlights the evolving discussion within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
