The global fast-food chain has taken down a holiday advert created with generative AI following receiving considerable criticism on social media.
The short ad was produced using AI video tools and was initially uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters denounced the use of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This incident serves as an key learning as we examine the proper use of Artificial Intelligence," said a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong over the Christmas break, with the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include generative AI have emerged as a growing phenomenon among prominent companies, particularly for the Christmas period.
- Coca-Cola has also released consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are more likely to distort the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the advertising sector, with some commenters noting it could negatively impact work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the production process took "seven weeks" and involved creating "countless iterations" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise encountered criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The incident highlights the ongoing debate within the advertising and production sectors about the balance between AI efficiency and creative integrity.
