The global fast-food chain has pulled a Christmas commercial made with generative AI after encountering considerable public disapproval.
The short spot was produced via generative AI clips and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This incident serves as an important lesson as we investigate the appropriate utilization of AI," stated a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that can go wrong during the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI tools have become a rising trend among major companies, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips produced with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the advertising industry, with some observers noting it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, various brands have also encountered backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident illustrates the ongoing debate within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
