The global fast-food chain has taken down a holiday commercial made with generative AI after encountering significant online backlash.
The short ad was created using AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters denounced the employment of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This moment is an valuable lesson as we investigate the proper application of generative technology," commented a spokesperson from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong during the festive season, with the theme "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that feature AI-created content have emerged as a rising trend among large companies, notably for the Christmas season.
- Coca-Cola has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments made with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the creative industry, with some commenters noting it could negatively impact work for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, various brands have also received backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode illustrates the ongoing debate within the marketing and production sectors about the balance between AI efficiency and audience reception.
