The global fast-food chain has removed a holiday commercial made via generative AI following receiving significant criticism on social media.
The 45-second ad was produced using AI-generated video and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the effective application of Artificial Intelligence," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that feature AI-created content have emerged as a growing phenomenon among prominent companies, especially for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Technical Challenges: Since videos made with current AI video tools are more likely to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked worries about job displacement in the production sector, with some critics stating it might negatively impact opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, several companies have also encountered scrutiny for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The situation highlights the continuing discussion within the advertising and production industries about the balance between new tools and creative integrity.
