The global fast-food chain has taken down a Christmas advert created via generative AI after receiving considerable criticism on social media.
The 45-second film was produced using AI video tools and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the advert. A number of described it as "creepy" and "jarringly assembled".
"This incident represents an important lesson as we investigate the effective utilization of Artificial Intelligence," commented a spokesperson from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry during the Christmas break, with the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have emerged as a increasing phenomenon among prominent companies, especially for the Christmas campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: As videos created using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the creative sector, with some observers stating it could affect opportunities for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved generating "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an experiment," she said. "The result was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, several companies have likewise faced criticism for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode illustrates the ongoing discussion within the advertising and creative sectors about the balance between AI efficiency and human craftsmanship.
