The global fast-food chain has taken down a holiday advertisement created using AI after receiving widespread criticism on social media.
The short ad was created via AI-generated video and was first published online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online lambasted the employment of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This experience represents an important learning as we investigate the appropriate use of Artificial Intelligence," stated a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry during the Christmas break, under the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that incorporate AI tools have emerged as a increasing phenomenon among prominent companies, especially for the holiday season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: Because clips made with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also raised worries about automation in the production sector, with some observers stating it might reduce work for camera crews.
Defense 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 development took "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from online commenters.
However, other businesses have likewise received criticism for using AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "disturbing".
The episode illustrates the ongoing debate within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
