The global fast-food chain has pulled a holiday advert made via generative AI following facing considerable online backlash.
The brief film was created using AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, audiences online denounced the employment of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This incident represents an key lesson as we explore the effective use of Artificial Intelligence," commented a statement from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, using the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include generative AI have emerged as a rising trend among major brands, particularly for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because segments made using generative AI are prone to distort the longer they run, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production sector, with some commenters noting it could reduce work for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a significant "positive feedback" from viewers.
However, several companies have also encountered backlash for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The situation underscores the evolving debate within the advertising and creative industries about the balance between technological innovation and human craftsmanship.
