The global fast-food chain has pulled a Christmas advert produced via generative AI after receiving significant online backlash.
The brief ad was produced via AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, commenters lambasted the implementation of AI in the film. A number of called it "creepy" and "poorly edited".
"This experience serves as an key lesson as we investigate the effective utilization of AI," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various things that can go wrong during the Christmas break, using the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI tools have become a growing trend among large brands, particularly for the Christmas period.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since segments made using current AI video tools are more likely to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised concerns about the replacement of human roles in the creative industry, with some critics noting it might negatively impact opportunities for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have also encountered backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The situation underscores the ongoing conversation within the advertising and creative sectors about the balance between new tools and creative integrity.
