The global fast-food chain has pulled a Christmas advert produced with AI after encountering considerable criticism on social media.
The short film was developed via AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media lambasted the employment of AI in the film. Many labeled it "disturbing" and "jarringly assembled".
"This moment is an key learning as we examine the proper use of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that often go badly over the festive season, with the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI tools have become a increasing phenomenon among large corporations, notably for the holiday season.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Technical Challenges: Since videos produced with generative AI are prone to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the production industry, with some observers stating it might negatively impact work for camera crews.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, several companies have also received scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The situation highlights the continuing discussion within the marketing and creative industries about the trade-off between technological innovation and audience reception.
