The global fast-food chain has pulled a holiday commercial made with generative AI after receiving widespread online backlash.
The short ad was developed using AI-generated video and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters denounced the employment of AI in the commercial. Several labeled it "uncanny" and "jarringly assembled".
"This experience represents an valuable learning as we investigate the proper utilization of Artificial Intelligence," commented a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry over the festive season, under the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate AI-created content have become a growing trend among prominent corporations, notably for the holiday period.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since segments created using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production sector, with some commenters pointing out it might affect opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis received a 61% "positive sentiment rating" from the public.
However, various brands have also faced scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "lazy" and "disturbing".
The episode underscores the ongoing discussion within the advertising and production industries about the trade-off between AI efficiency and audience reception.
