The global fast-food chain has pulled a holiday advertisement made with generative AI following facing considerable criticism on social media.
The short film was produced via generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Soon after it aired, audiences online criticized the implementation of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This incident serves as an important lesson as we explore the effective application of AI," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a rising phenomenon among major corporations, particularly for the holiday season.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: Since segments created using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising sector, with some observers pointing out it could affect opportunities for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise encountered scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the ongoing conversation within the advertising and production industries about the balance between AI efficiency and creative integrity.
