The global fast-food chain has removed a holiday advert produced using Artificial Intelligence after receiving significant criticism on social media.
The short ad was produced with the help of generative AI clips and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, audiences online lambasted the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This incident represents an valuable learning as we explore the appropriate application of generative technology," said a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that might go awry during the holidays, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that incorporate AI-created content have become a increasing trend among large companies, particularly for the holiday season.
- Another beverage giant has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments made using generative AI are prone to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also raised worries about automation in the creative industry, with some commenters noting it could negatively impact opportunities for camera crews.
Defense from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, other businesses have likewise faced criticism for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation highlights the continuing debate within the marketing and creative industries about the balance between new tools and audience reception.
