The global fast-food chain has pulled a holiday advertisement made via generative AI following facing significant online backlash.
The short spot was produced with the help of AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media criticized the implementation of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident is an important lesson as we explore the effective application of AI," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, with the tagline "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that include AI tools have emerged as a increasing trend among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because segments created using generative AI are susceptible to degrade the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The video also sparked concerns about job displacement in the production industry, with some critics pointing out it could affect work for camera crews.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved generating "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, other businesses have also received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode highlights the evolving discussion within the advertising and production industries about the balance between AI efficiency and creative integrity.
