The global fast-food chain has pulled a holiday advertisement produced with generative AI following receiving widespread criticism on social media.
The 45-second film was developed with the help of generative AI clips and was initially uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Soon after it aired, commenters denounced the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the appropriate utilization of generative technology," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that can go wrong during the Christmas break, with the slogan "not the most wonderful time of the year".
The Movement of AI in Advertising
Commercials that incorporate generative AI have emerged as a increasing phenomenon among prominent corporations, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because segments produced with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the advertising sector, with some critics pointing out it could negatively impact opportunities for production staff.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, other businesses have likewise received criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The situation illustrates the evolving debate within the advertising and production industries about the balance between AI efficiency and audience reception.
