The global fast-food chain has pulled a holiday advertisement created via generative AI after facing significant criticism on social media.
The 45-second film was developed via AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the employment of AI in the film. Many called it "creepy" and "jarringly assembled".
"This experience represents an important learning as we explore the appropriate utilization of AI," said a representative from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that can go wrong over the festive season, using the theme "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that feature generative AI have become a increasing trend among major brands, notably for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Technical Challenges: Since segments made with generative AI are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also sparked concerns about automation in the creative industry, with some critics stating it might reduce work for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from the public.
However, other businesses have also encountered criticism for using the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The situation highlights the ongoing discussion within the marketing and production sectors about the balance between AI efficiency and human craftsmanship.
