The global fast-food chain has taken down a Christmas advert produced via AI after encountering widespread public disapproval.
The 45-second film was created using AI-generated video and was initially published online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the implementation of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This moment represents an valuable lesson as we explore the effective use of Artificial Intelligence," commented a spokesperson from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, with the tagline "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing trend among large companies, particularly for the holiday period.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments created using current AI video tools are prone to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked fears about automation in the production sector, with some observers pointing out it might reduce work for production staff.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis achieved a significant "positive feedback" from the public.
However, various brands have also encountered criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The incident highlights the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and creative integrity.
