McDonald's has removed a holiday advert made using AI after encountering widespread public disapproval.
The short film was developed using generative AI clips and was first published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters criticized the implementation of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we explore the proper application of generative technology," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various situations that often go badly over the holidays, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature AI-created content have become a increasing trend among prominent corporations, especially for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips produced using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked worries about automation in the production industry, with some observers stating it could negatively impact opportunities for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited during the edit "just as we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have also encountered scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The incident illustrates the ongoing debate within the marketing and production industries about the trade-off between new tools and creative integrity.
