The global fast-food chain has removed a Christmas advertisement produced via AI after encountering considerable public disapproval.
The 45-second ad was produced via generative AI clips and was initially released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the film. A number of described it as "disturbing" and "poorly edited".
"This incident is an key lesson as we examine the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include generative AI have emerged as a rising phenomenon among prominent corporations, especially for the holiday period.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips made using current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the production sector, with some observers pointing out it could affect opportunities for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved generating "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from viewers.
However, other businesses have likewise encountered backlash for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The episode highlights the continuing debate within the advertising and production sectors about the balance between new tools and human craftsmanship.
