The global fast-food chain has removed a holiday advert created with generative AI after facing considerable public disapproval.
The short film was created with the help of AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the advert. Several described it as "uncanny" and "jarringly assembled".
"This incident represents an valuable learning as we explore the proper use of generative technology," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that might go awry during the holidays, with the theme "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that include generative AI have emerged as a growing phenomenon among large brands, particularly for the Christmas period.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since segments produced with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also raised worries about automation in the production sector, with some critics pointing out it might reduce opportunities for camera crews.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was largely criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a significant "positive feedback" from viewers.
However, several companies have also faced scrutiny for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The situation illustrates the evolving debate within the marketing and creative sectors about the balance between new tools and audience reception.
