The global fast-food chain has pulled a holiday advertisement created using AI following facing widespread online backlash.
The brief film was developed with the help of AI video tools and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, commenters denounced the employment of AI in the advert. Several called it "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we examine the effective use of generative technology," commented a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry during the holidays, with the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have become a growing phenomenon among prominent companies, particularly for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also raised worries about automation in the creative sector, with some observers noting it might reduce work for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident illustrates the ongoing debate within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
