The global fast-food chain has pulled a Christmas advertisement created using generative AI following receiving widespread online backlash.
The brief spot was developed using AI-generated video and was first released publicly for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, audiences online lambasted the use of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an important lesson as we examine the proper use of Artificial Intelligence," stated a statement from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, using the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a rising phenomenon among major corporations, notably for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since clips created using current AI video tools are prone to degrade the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the advertising industry, with some critics stating it might negatively impact work for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the development took "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI trick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also faced backlash for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation underscores the continuing discussion within the marketing and production industries about the balance between new tools and audience reception.
