The global fast-food chain has pulled a holiday advert produced via generative AI after encountering widespread online backlash.
The 45-second ad was produced using AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the advert. Many called it "disturbing" and "poorly edited".
"This moment is an valuable learning as we examine the effective use of Artificial Intelligence," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Campaigns that include AI tools have emerged as a increasing phenomenon among large companies, particularly for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Technical Challenges: As segments produced using generative AI are prone to distort the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about job displacement in the production industry, with some observers noting it could affect work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, several companies have also encountered backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation highlights the continuing debate within the advertising and production sectors about the balance between technological innovation and human craftsmanship.
