The global fast-food chain has pulled a Christmas advert created via generative AI following receiving significant online backlash.
The brief film was created using generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This moment represents an valuable lesson as we explore the effective application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry during the Christmas break, with the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI tools have become a increasing phenomenon among prominent corporations, notably for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Inherent Limitations: As 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.
- Industry Concerns: The ad also sparked worries about automation in the advertising industry, with some observers stating it might reduce opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the development required "over a month and a half" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a significant "positive sentiment rating" from viewers.
However, other businesses have also faced criticism for using AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation illustrates the continuing debate within the advertising and production sectors about the balance between technological innovation and creative integrity.
