The global fast-food chain has pulled a holiday advertisement made using AI following encountering significant online backlash.
The brief spot was created via AI-generated video and was originally released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, audiences online denounced the implementation of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we explore the proper application of AI," stated a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the Christmas break, under the theme "the most terrible time of the year".
The Trend of AI in Advertising
Commercials that include generative AI have become a growing trend among major companies, especially for the holiday season.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Inherent Limitations: Because clips made using generative AI are more likely to become unstable the longer they run, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the advertising sector, with some critics stating it could affect work for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved generating "numerous versions" 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 said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, various brands have also received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation underscores the continuing discussion within the advertising and creative sectors about the trade-off between technological innovation and human craftsmanship.
