McDonald's has pulled a holiday advert created using AI after encountering considerable online backlash.
The brief spot was developed using AI video tools and was first published online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the film. A number of called it "uncanny" and "poorly edited".
"This incident serves as an key lesson as we investigate the appropriate utilization of AI," stated a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various things that might go awry over the holidays, under the theme "the worst time of the year".
The Movement of AI in Advertising
Adverts that incorporate generative AI have become a rising phenomenon among prominent corporations, especially for the holiday season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Because segments produced using current AI video tools are more likely to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked worries about job displacement in the production sector, with some commenters stating it might negatively impact opportunities for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise encountered scrutiny for using the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode illustrates the evolving conversation within the marketing and production sectors about the trade-off between new tools and human craftsmanship.
