The global fast-food chain has taken down a holiday advert made using generative AI following encountering significant public disapproval.
The short film was developed via AI-generated video and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. Several called it "creepy" and "poorly edited".
"This moment is an key learning as we examine the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various things that often go badly during the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that feature AI-created content have emerged as a growing trend among prominent companies, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the creative sector, with some observers pointing out it might affect work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the development took "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also encountered backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident underscores the evolving conversation within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
