The global fast-food chain has taken down a holiday advertisement made using Artificial Intelligence following facing significant public disapproval.
The 45-second ad was developed using generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This experience is an important learning as we investigate the appropriate application of AI," said a statement from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly over the Christmas break, under the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have emerged as a growing phenomenon among major brands, particularly for the holiday season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because segments made with generative AI are susceptible to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some critics noting it might reduce work for camera crews.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from online commenters.
However, various brands have likewise faced backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "cheap" and "uncanny".
The incident highlights the ongoing conversation within the advertising and production industries about the balance between technological innovation and creative integrity.
