The global fast-food chain has taken down a holiday advert created using generative AI following encountering considerable criticism on social media.
The 45-second film was developed using AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online denounced the implementation of AI in the film. Many labeled it "uncanny" and "poorly edited".
"This moment represents an key lesson as we investigate the appropriate utilization of generative technology," said a spokesperson from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that can go wrong over the festive season, with the tagline "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature AI tools have become a increasing trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips created with current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production sector, with some critics stating it could negatively impact opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she said. "The result was a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also received backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode highlights the continuing discussion within the advertising and production industries about the trade-off between new tools and creative integrity.
