The global fast-food chain has pulled a Christmas advertisement produced with AI after encountering considerable criticism on social media.
The short ad was developed with the help of generative AI clips and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Several described it as "uncanny" and "awkwardly stitched together".
"This experience is an valuable learning as we explore the effective utilization of generative technology," commented a statement 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 things that might go awry during the holidays, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature AI tools have become a rising trend among prominent companies, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: As segments produced using current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the creative industry, with some commenters stating it might affect work for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have also received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation highlights the ongoing debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
