The global fast-food chain has removed a Christmas advertisement produced with generative AI following facing considerable online backlash.
The 45-second film was produced via AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the film. Many labeled it "creepy" and "jarringly assembled".
"This moment represents an important learning as we examine the effective use of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly during the Christmas break, under the slogan "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature AI tools have become a increasing trend among prominent corporations, notably for the holiday period.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos created with generative AI are more likely to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some commenters stating it might negatively impact work for actors.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "positive feedback" from the public.
However, other businesses have likewise received criticism for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode illustrates the ongoing discussion within the marketing and production sectors about the trade-off between new tools and audience reception.
