The global fast-food chain has pulled a holiday advert made with Artificial Intelligence following facing considerable online backlash.
The brief spot was produced via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This moment serves as an key learning as we explore the appropriate use of AI," commented a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a growing trend among prominent companies, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Inherent Limitations: As segments created using current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The ad also provoked concerns about the replacement of human roles in the advertising sector, with some commenters pointing out it might reduce work for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the production process required "seven weeks" and involved generating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a significant "favorable response" from viewers.
However, various brands have likewise faced criticism for using AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "uncanny".
The incident illustrates the continuing debate within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
