The global fast-food chain has removed a holiday advert created with generative AI after receiving considerable criticism on social media.
The short film was produced with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Following its publication, commenters criticized the employment of AI in the advert. Many described it as "uncanny" and "poorly edited".
"This moment represents an valuable lesson as we explore the proper application of Artificial Intelligence," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong during the festive season, with the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that feature AI tools have become a growing trend among prominent brands, notably for the Christmas period.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because clips created with generative AI are prone to degrade the more extended they are, the majority of such clips 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 commenters noting it might reduce opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved creating "countless iterations" which were then crafted during the edit "just as we would on any traditional production".
"This was not an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a 61% "positive feedback" from the public.
However, other businesses have likewise faced backlash for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "lazy" and "uncanny".
The episode illustrates the continuing discussion within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
