The global fast-food chain has pulled a Christmas advert produced with generative AI after facing widespread online backlash.
The 45-second film was developed with the help of AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This incident is an key learning as we explore the appropriate utilization of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that often go badly over the Christmas break, using the tagline "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a rising phenomenon among major corporations, especially for the holiday period.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: As videos created using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the production sector, with some commenters noting it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from the public.
However, several companies have also received backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "disturbing".
The episode highlights the continuing conversation within the marketing and creative industries about the balance between new tools and human craftsmanship.
