The global fast-food chain has pulled a Christmas commercial made via AI after receiving widespread criticism on social media.
The brief film was developed via generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media criticized the use of AI in the film. Several called it "creepy" and "poorly edited".
"This experience represents an key lesson as we investigate the proper use of Artificial Intelligence," said a representative from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry over the Christmas break, using the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate generative AI have become a increasing phenomenon among major brands, particularly for the holiday period.
- Coca-Cola has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos created with current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also raised fears about job displacement in the creative industry, with some observers pointing out it could affect opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have likewise faced backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation highlights the ongoing discussion within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
