The global fast-food chain has removed a holiday advert created using AI after receiving widespread online backlash.
The brief spot was developed with the help of AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. A number of labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we investigate the proper application of AI," said a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry over the festive season, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that include generative AI have become a increasing trend among major brands, notably for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips made with generative AI are more likely to distort the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising industry, with some commenters pointing out it could reduce opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "disturbing".
The episode highlights the continuing conversation within the marketing and production industries about the balance between technological innovation and human craftsmanship.
