The global fast-food chain has pulled a Christmas advert made via Artificial Intelligence after facing significant online backlash.
The brief film was produced with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of described it as "creepy" and "awkwardly stitched together".
"This incident serves as an valuable lesson as we explore the proper use of generative technology," commented a statement from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the holidays, with the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI tools have become a rising trend among major companies, especially for the Christmas period.
- Coca-Cola has recently launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because segments made using generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked worries about the replacement of human roles in the advertising sector, with some critics stating it might affect work for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an experiment," she said. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation underscores the ongoing debate within the advertising and production industries about the balance between technological innovation and human craftsmanship.
