The global fast-food chain has taken down a holiday advertisement made via AI after receiving significant criticism on social media.
The 45-second spot was developed via generative AI clips and was initially released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online lambasted the use of AI in the commercial. Several called it "creepy" and "jarringly assembled".
"This moment represents an valuable learning as we explore the proper use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various things that often go badly during the festive season, with the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI tools have become a increasing phenomenon among prominent brands, notably for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since clips made with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the creative sector, with some commenters noting it might negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received backlash for using the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident illustrates the evolving discussion within the marketing and production industries about the balance between AI efficiency and creative integrity.
