The global fast-food chain has taken down a holiday advert made with AI after encountering considerable public disapproval.
The short spot was developed via AI video tools and was first released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media criticized the implementation of AI in the film. Several described it as "creepy" and "poorly edited".
"This experience serves as an key learning as we examine the appropriate use of AI," said a statement from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various scenarios that often go badly over the Christmas break, under the theme "the most terrible time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a growing phenomenon among prominent corporations, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since segments created with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the creative sector, with some commenters noting it might negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "favorable response" from the public.
However, various brands have also encountered scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The situation highlights the ongoing discussion within the advertising and production industries about the balance between AI efficiency and human craftsmanship.
