The global fast-food chain has removed a Christmas advertisement created via AI after encountering widespread public disapproval.
The brief ad was developed using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online denounced the employment of AI in the advert. A number of described it as "creepy" and "jarringly assembled".
"This moment serves as an key lesson as we investigate the appropriate utilization of generative technology," stated a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that might go awry over the holidays, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a increasing trend among prominent brands, especially for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Because clips made with current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also raised fears about job displacement in the advertising sector, with some critics stating it could negatively impact opportunities for actors.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, various brands have also faced backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "uncanny".
The episode illustrates the ongoing conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.