The global fast-food chain has pulled a holiday advertisement made via generative AI following receiving significant online backlash.
The brief film was created with the help of AI video tools and was first released online for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the implementation of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This moment represents an key learning as we examine the proper use of Artificial Intelligence," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, under the tagline "the worst time of the year".
The Movement of AI in Advertising
Campaigns that include generative AI have become a growing trend among major brands, especially for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: Since segments made with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked worries about job displacement in the creative industry, with some critics stating it could affect opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved producing "thousands of takes" which were then edited during the edit "just as we would on any traditional production".
"This wasn't just an experiment," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's ad was largely criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from viewers.
However, several companies have also encountered criticism for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation highlights the continuing discussion within the marketing and production industries about the balance between new tools and human craftsmanship.
