The global fast-food chain has pulled a holiday advertisement made with generative AI after receiving considerable online backlash.
The brief spot was created using AI video tools and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This experience represents an important learning as we explore the proper utilization of AI," commented a representative from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly during the festive season, with the slogan "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have emerged as a growing trend among major corporations, particularly for the Christmas season.
- Coca-Cola has also released consecutive AI-generated holiday ads.
- Technical Challenges: Since videos created using current AI video tools are prone to degrade the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the advertising industry, with some critics noting it could affect opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a significant "positive sentiment rating" from online commenters.
However, several companies have also received backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The episode highlights the ongoing conversation within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
