The global fast-food chain has removed a Christmas advertisement made using generative AI after facing widespread criticism on social media.
The brief film was developed via generative AI clips and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This experience is an key lesson as we explore the proper application of AI," stated a spokesperson from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that can go wrong during the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a increasing phenomenon among large corporations, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos produced with current AI video tools are prone to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked worries about automation in the advertising industry, with some observers stating it might affect work for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved generating "countless iterations" which were then crafted afterward "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, several companies have likewise encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation highlights the continuing debate within the advertising and production industries about the balance between technological innovation and creative integrity.
