The global fast-food chain has removed a holiday commercial produced via generative AI following receiving significant public disapproval.
The brief film was produced with the help of AI-generated video and was originally released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the film. Many called it "disturbing" and "jarringly assembled".
"This experience represents an key lesson as we examine the proper use of AI," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry during the holidays, with the theme "the worst time of the year".
The Movement of AI Commercials
Campaigns that include generative AI have emerged as a rising trend among prominent brands, particularly for the holiday period.
- Another beverage giant has recently launched consecutive AI-created holiday commercials.
- Technical Challenges: Since segments produced with current AI video tools are more likely to degrade the longer they run, most such clips tend to be about short in length.
- Broader Implications: The video also provoked worries about automation in the production sector, with some commenters noting it might negatively impact opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, various brands have also received scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The situation underscores the evolving discussion within the advertising and creative sectors about the balance between technological innovation and creative integrity.
