The global fast-food chain has removed a Christmas advert created with generative AI following facing considerable criticism on social media.
The 45-second spot was produced with the help of AI-generated video and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the advert. A number of described it as "uncanny" and "poorly edited".
"This incident represents an key lesson as we explore the effective utilization of AI," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the Christmas break, with the slogan "the worst time of the year".
The Trend of AI in Advertising
Campaigns that feature generative AI have become a increasing phenomenon among prominent companies, particularly for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments created with generative AI are prone to degrade the more extended they are, 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 industry, with some critics noting it might reduce opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly achieved a significant "positive feedback" from viewers.
However, various brands have likewise encountered backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode underscores the ongoing conversation within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
