The global fast-food chain has pulled a Christmas commercial created via generative AI following encountering significant online backlash.
The brief spot was created using AI video tools and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters criticized the employment of AI in the advert. Many called it "uncanny" and "poorly edited".
"This experience serves as an key lesson as we explore the effective utilization of Artificial Intelligence," said a statement from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that might go awry over the festive season, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a growing trend among major corporations, notably for the Christmas period.
- Another beverage giant has also launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since videos created using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising industry, with some observers pointing out it could affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the development required "seven weeks" and involved creating "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This was not an experiment," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, various brands have likewise received backlash for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The episode highlights the evolving debate within the advertising and production sectors about the balance between new tools and human craftsmanship.
