The global fast-food chain has removed a holiday advertisement created via AI following receiving widespread criticism on social media.
The short film was created using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, audiences online criticized the use of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the effective use of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly during the holidays, with the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing phenomenon among large brands, especially for the holiday season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Because segments made using current AI video tools are susceptible 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 worries about automation in the production industry, with some critics pointing out it could reduce opportunities for production staff.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise faced scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation illustrates the ongoing debate within the marketing and production sectors about the trade-off between AI efficiency and creative integrity.
