The global fast-food chain has removed a holiday advertisement produced via generative AI after facing widespread public disapproval.
The short film was produced via generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online lambasted the employment of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This experience represents an valuable learning as we examine the proper use of AI," stated a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly over the festive season, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a growing phenomenon among large companies, particularly for the holiday period.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips produced using generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised concerns about automation in the advertising sector, with some commenters noting it might affect work for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, other businesses have likewise received criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "uncanny".
The episode underscores the continuing discussion within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
