The global fast-food chain has removed a holiday commercial produced via AI after facing widespread public disapproval.
The short film was developed with the help of generative AI clips and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters lambasted the implementation of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This incident serves as an key learning as we examine the appropriate use of generative technology," said a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly during the Christmas break, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a growing phenomenon among large corporations, notably for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips produced with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be roughly short in length.
- Industry Concerns: The video also raised concerns about automation in the creative industry, with some observers noting it might affect opportunities for camera crews.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved generating "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis received a significant "favorable response" from viewers.
However, various brands have also encountered criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident illustrates the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
