The global fast-food chain has pulled a holiday advertisement created using Artificial Intelligence following receiving widespread criticism on social media.
The short film was created using AI-generated video and was initially released publicly for McDonald's Netherlands on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This moment serves as an important learning as we explore the appropriate use of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that can go wrong during the Christmas break, under the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that incorporate AI-created content have become a rising phenomenon among prominent corporations, especially for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since videos produced with generative AI are prone to distort the longer they run, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the advertising sector, with some critics stating it could affect work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "countless iterations" which were then edited in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, several companies have likewise received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The episode illustrates the continuing discussion within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
