The global fast-food chain has pulled a holiday commercial produced using AI following facing significant public disapproval.
The 45-second ad was developed with the help of generative AI clips and was originally uploaded online for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media lambasted the employment of AI in the commercial. Many labeled it "creepy" and "jarringly assembled".
"This incident is an important lesson as we explore the appropriate application of generative technology," commented a spokesperson from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that often go badly during the holidays, with the theme "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a increasing trend among large companies, notably for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Because videos produced using current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about automation in the creative industry, with some observers noting it might reduce opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved generating "countless iterations" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a significant "favorable response" from viewers.
However, several companies have likewise faced criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "disturbing".
The situation underscores the evolving conversation within the advertising and creative industries about the balance between AI efficiency and audience reception.
