The global fast-food chain has taken down a holiday advert created via generative AI following facing widespread online backlash.
The brief spot was created with the help of AI video tools and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the use of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident is an key lesson as we explore the proper use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a rising trend among large companies, notably for the holiday season.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Since clips made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the advertising sector, with some commenters pointing out it could affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have likewise encountered criticism for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The episode underscores the ongoing conversation within the advertising and production industries about the balance between new tools and human craftsmanship.
