The global fast-food chain has taken down a Christmas advert made via generative AI following facing considerable criticism on social media.
The brief ad was produced with the help of AI video tools and was first published publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. A number of labeled it "creepy" and "poorly edited".
"This moment serves as an valuable learning as we explore the effective utilization of generative technology," said a representative from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly over the holidays, using the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI tools have emerged as a rising trend among prominent companies, particularly for the Christmas period.
- Another beverage giant has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips produced with current AI video tools are susceptible to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the creative sector, with some critics noting it could reduce opportunities for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, various brands have likewise faced criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The incident highlights the ongoing conversation within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
