The global fast-food chain has removed a Christmas advert made via generative AI after receiving considerable criticism on social media.
The 45-second film was developed with the help of AI video tools and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media criticized the use of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This experience is an valuable lesson as we examine the effective application of AI," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry during the holidays, using the slogan "the worst time of the year".
The Movement of AI in Advertising
Adverts that incorporate generative AI have emerged as a rising phenomenon among large companies, particularly for the Christmas campaign season.
- Coca-Cola has also released consecutive AI-generated holiday commercials.
- Technical Challenges: As videos made with generative AI are more likely to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the advertising industry, with some critics pointing out it could negatively impact work for production staff.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis received a 61% "positive feedback" from viewers.
However, various brands have also faced criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode illustrates the continuing debate within the advertising and creative industries about the trade-off between new tools and human craftsmanship.
