The global fast-food chain has removed a holiday advertisement created with generative AI after receiving considerable criticism on social media.
The 45-second ad was created using AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the implementation of AI in the advert. Many called it "uncanny" and "poorly edited".
"This experience represents an important lesson as we explore the effective utilization of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Adverts that feature generative AI have become a rising phenomenon among prominent companies, particularly for the Christmas period.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Inherent Limitations: As segments created using generative AI are prone to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production sector, with some observers stating it could reduce work for actors.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly received a significant "positive feedback" from online commenters.
However, various brands have likewise received scrutiny for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident underscores the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
