The global fast-food chain has taken down a holiday commercial created with AI after receiving widespread public disapproval.
The short film was created with the help of generative AI clips and was first published online for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the implementation of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience serves as an key lesson as we investigate the effective utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly during the holidays, with the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a growing phenomenon among prominent brands, especially for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Since segments made using generative AI are susceptible to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the advertising industry, with some commenters pointing out it might reduce opportunities for actors.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the development took "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly garnered a 61% "favorable response" from the public.
However, several companies have likewise received criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident highlights the continuing debate within the advertising and production sectors about the balance between technological innovation and audience reception.
