The global fast-food chain has removed a holiday advert produced via generative AI following facing widespread online backlash.
The short ad was developed with the help of AI video tools and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online criticized the implementation of AI in the film. Several called it "uncanny" and "poorly edited".
"This incident serves as an key lesson as we explore the appropriate use of Artificial Intelligence," said a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly over the holidays, under the slogan "the most terrible time of the year".
The Movement of AI Commercials
Campaigns that incorporate AI-created content have become a rising trend among large corporations, notably for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked concerns about automation in the advertising sector, with some observers noting it might affect work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand reportedly received a significant "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The situation highlights the ongoing discussion within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
