The global fast-food chain has pulled a Christmas commercial produced with generative AI following encountering considerable criticism on social media.
The short spot was created via AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online denounced the implementation of AI in the commercial. A number of labeled it "uncanny" and "poorly edited".
"This experience serves as an key learning as we examine the proper use of Artificial Intelligence," stated a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong during the festive season, using the tagline "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate AI tools have become a rising phenomenon among major companies, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Technical Challenges: Because videos made using current AI video tools are susceptible to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the production industry, with some commenters stating it could reduce work for actors.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, other businesses have also received scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The incident highlights the ongoing discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
