The global fast-food chain has taken down a Christmas commercial made via generative AI after receiving considerable online backlash.
The 45-second film was produced using generative AI clips and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This incident serves as an important learning as we explore the effective application of generative technology," commented a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, with the theme "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI-created content have become a growing trend among large corporations, especially for the holiday campaign season.
- Coca-Cola has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos produced using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about the replacement of human roles in the creative industry, with some critics pointing out it might affect opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, several companies have likewise faced criticism for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the ongoing discussion within the advertising and production sectors about the balance between technological innovation and creative integrity.
