The global fast-food chain has taken down a Christmas advertisement made with generative AI following encountering significant criticism on social media.
The short film was developed using generative AI clips and was originally released publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the commercial. Many called it "uncanny" and "awkwardly stitched together".
"This moment is an key learning as we examine the effective application of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that might go awry during the holidays, with the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that include generative AI have become a increasing phenomenon among large brands, especially for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips made using current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the advertising industry, with some observers noting it might affect work for actors.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved producing "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, other businesses have also faced backlash for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The incident illustrates the evolving conversation within the marketing and production sectors about the balance between technological innovation and human craftsmanship.
