The global fast-food chain has removed a holiday advertisement produced with generative AI after receiving significant online backlash.
The 45-second ad was produced with the help of AI video tools and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This incident represents an valuable lesson as we examine the appropriate utilization of AI," said a statement from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the Christmas break, with the tagline "the worst time of the year".
The Trend of AI in Advertising
Adverts that incorporate AI tools have emerged as a growing trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas ads.
- Technical Challenges: As videos created using current AI video tools are susceptible to degrade the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the advertising industry, with some commenters pointing out it might negatively impact work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved creating "countless iterations" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, several companies have also received criticism for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation underscores the ongoing discussion within the advertising and production industries about the trade-off between new tools and human craftsmanship.
