The global fast-food chain has pulled a Christmas advertisement produced using generative AI following receiving significant criticism on social media.
The short film was developed with the help of AI-generated video and was originally released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online denounced the use of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment is an key lesson as we investigate the proper use of Artificial Intelligence," stated a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various things that might go awry over the holidays, with the slogan "the worst time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI-created content have emerged as a growing phenomenon among major corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Since clips produced with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about automation in the advertising industry, with some commenters noting it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The incident illustrates the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
