The global fast-food chain has pulled a holiday commercial produced via generative AI following receiving considerable online backlash.
The 45-second film was produced using generative AI clips and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an key learning as we examine the appropriate application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly during the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI tools have emerged as a rising trend among major brands, particularly for the holiday season.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: Because clips made with generative AI are prone to distort the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the production industry, with some commenters stating it could negatively impact 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 creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from viewers.
However, other businesses have also faced criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation illustrates the evolving conversation within the advertising and production industries about the balance between new tools and human craftsmanship.
