The global fast-food chain has taken down a holiday advert made via AI following encountering considerable online backlash.
The short ad was produced with the help of generative AI clips and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This incident is an important lesson as we explore the effective use of AI," stated a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the Christmas break, with the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Commercials that incorporate generative AI have emerged as a growing trend among large brands, particularly for the holiday period.
- Coca-Cola has recently released back-to-back AI-created holiday ads.
- Technical Challenges: Because videos created using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the advertising industry, with some observers stating it could affect work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the development took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly achieved a significant "favorable response" from the public.
However, various brands have likewise received criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident underscores the continuing conversation within the marketing and production sectors about the trade-off between AI efficiency and human craftsmanship.
