The global fast-food chain has taken down a Christmas advert produced using AI following facing widespread public disapproval.
The 45-second ad was developed with the help of generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Response and Decision to Pull
Following its publication, commenters criticized the implementation of AI in the film. Many called it "creepy" and "poorly edited".
"This incident serves as an valuable lesson as we examine the proper utilization of generative technology," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong over the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Campaigns that include AI-created content have become a rising phenomenon among large brands, especially for the holiday campaign season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments produced using generative AI are susceptible to degrade the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked worries about the replacement of human roles in the production sector, with some commenters noting it might negatively impact opportunities for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't just an AI trick," she commented. "It was a film."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a significant "favorable response" from viewers.
However, several companies have likewise encountered backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "disturbing".
The situation illustrates the ongoing discussion within the marketing and production industries about the trade-off between new tools and human craftsmanship.
