The global fast-food chain has pulled a Christmas advert produced with generative AI following facing widespread criticism on social media.
The 45-second film was created via AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the proper use of Artificial Intelligence," commented a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly over the holidays, using the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate AI tools have become a growing phenomenon among major companies, especially for the holiday season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments made with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked worries about automation in the advertising industry, with some observers pointing out it might reduce opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
According to her, the development took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "favorable response" from the public.
However, various brands have also faced scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The episode highlights the continuing conversation within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
