The global fast-food chain has removed a Christmas advert created with generative AI following facing significant online backlash.
The 45-second ad was produced via AI video tools and was initially released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters lambasted the implementation of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This incident is an important learning as we explore the proper utilization of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that can go wrong over the Christmas break, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that include AI-created content have become a increasing trend among prominent corporations, particularly for the holiday campaign season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: As clips produced using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The video also sparked worries about automation in the advertising sector, with some commenters noting it could negatively impact opportunities for production staff.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "seven weeks" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis garnered a significant "positive sentiment rating" from the public.
However, various brands have also encountered scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and creative industries about the balance between technological innovation and creative integrity.
