The global fast-food chain has pulled a Christmas advertisement made using generative AI after receiving significant criticism on social media.
The short film was developed via generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, commenters denounced the employment of AI in the film. A number of called it "uncanny" and "jarringly assembled".
"This moment serves as an key learning as we examine the proper use of generative technology," said a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the festive season, using the slogan "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a increasing phenomenon among prominent corporations, notably for the holiday season.
- Another beverage giant has also released consecutive AI-created holiday commercials.
- Inherent Limitations: As videos produced using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production industry, with some commenters pointing out it could affect work for production staff.
Response from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise faced backlash for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation highlights the evolving discussion within the advertising and production industries about the balance between technological innovation and creative integrity.
