The global fast-food chain has pulled a holiday advertisement created via generative AI after receiving widespread online backlash.
The short spot was produced with the help of AI-generated video and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters lambasted the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an important learning as we investigate the proper utilization of Artificial Intelligence," said a statement from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that might go awry during the holidays, using the tagline "the worst time of the year".
The Movement of AI Commercials
Campaigns that include AI-created content have emerged as a rising phenomenon among major companies, particularly for the holiday season.
- Another beverage giant has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments made using generative AI are susceptible to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production sector, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the production process took "seven weeks" and involved generating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis received a significant "positive feedback" from the public.
However, other businesses have likewise faced scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The situation underscores the continuing conversation within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
