The global fast-food chain has pulled a Christmas advert created via AI after facing widespread criticism on social media.
The 45-second film was produced via generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the film. Many described it as "uncanny" and "poorly edited".
"This moment represents an valuable learning as we explore the effective use of generative technology," stated a spokesperson from the company.
The advert was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that might go awry over the Christmas break, under the slogan "not the most wonderful time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have become a growing phenomenon among large corporations, notably for the Christmas period.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Technical Challenges: As segments made using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the production sector, with some observers noting it might affect work for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a significant "positive sentiment rating" from the public.
However, various brands have likewise faced criticism for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The situation underscores the continuing discussion within the marketing and creative industries about the trade-off between new tools and creative integrity.
