The global fast-food chain has removed a Christmas advertisement created using Artificial Intelligence after encountering significant public disapproval.
The 45-second ad was produced using AI-generated video and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we investigate the proper use of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have become a increasing phenomenon among major brands, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: As videos made using current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the production sector, with some critics noting it could affect opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, various brands have also encountered backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode illustrates the evolving debate within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
