The global fast-food chain has pulled a holiday advert made via generative AI after facing significant public disapproval.
The 45-second ad was produced using AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This incident is an key lesson as we investigate the proper utilization of Artificial Intelligence," said a statement from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include generative AI have become a increasing phenomenon among prominent corporations, especially for the holiday period.
- Another beverage giant has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: As segments made using current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising sector, with some observers stating it might affect opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This was not an experiment," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a significant "positive sentiment rating" from the public.
However, other businesses have also faced criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation illustrates the continuing discussion within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
