The global fast-food chain has pulled a Christmas advert made using AI after facing widespread criticism on social media.
The brief ad was developed via AI video tools and was first released on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, viewers on social media denounced the employment of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an important lesson as we explore the effective use of AI," said a spokesperson from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly over the Christmas break, under the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Campaigns that feature generative AI have emerged as a rising phenomenon among prominent corporations, notably for the holiday period.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips created using current AI video tools are susceptible to degrade the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production industry, with some critics stating it could reduce opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any high-craft production".
"This was not an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have also received scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
