The global fast-food chain has taken down a Christmas commercial made with generative AI after facing considerable online backlash.
The short ad was developed with the help of AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, viewers on social media denounced the employment of AI in the film. A number of described it as "disturbing" and "poorly edited".
"This incident serves as an important learning as we investigate the appropriate application of generative technology," said a statement from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong during the festive season, with the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that include AI-created content have become a rising trend among major companies, particularly for the holiday period.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As clips produced with generative AI 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 sparked fears about the replacement of human roles in the creative sector, with some observers pointing out it might reduce work for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the project.
According to her, the creation required "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 standard production".
"This wasn't an AI trick," she commented. "We consider it a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, several companies have likewise faced backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The incident illustrates the ongoing discussion within the marketing and creative industries about the trade-off between new tools and audience reception.
