The global fast-food chain has removed a holiday advertisement produced via generative AI following receiving significant public disapproval.
The short ad was created with the help of AI video tools and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This experience is an valuable lesson as we investigate the effective use of Artificial Intelligence," said a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include AI tools have emerged as a rising phenomenon among major corporations, notably for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips produced with current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the production sector, with some commenters noting it might reduce work for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday spot from another major brand according to analysis received a significant "positive feedback" from online commenters.
However, other businesses have also encountered scrutiny for using the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation highlights the continuing conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
