The global fast-food chain has pulled a Christmas advertisement produced via generative AI following encountering considerable online backlash.
The 45-second ad was created via generative AI clips and was originally published online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, viewers on social media lambasted the employment of AI in the advert. Many called it "uncanny" and "awkwardly stitched together".
"This moment represents an key lesson as we explore the proper utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that might go awry over the festive season, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI tools have emerged as a rising phenomenon among large brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos produced with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the creative industry, with some observers stating it could negatively impact work for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, various brands have likewise encountered criticism for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The incident illustrates the evolving discussion within the advertising and production industries about the balance between new tools and creative integrity.
