The global fast-food chain has removed a Christmas advert created via AI following encountering considerable public disapproval.
The short ad was created using generative AI clips and was originally published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Many labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an valuable learning as we investigate the proper use of AI," stated a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the festive season, with the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have become a growing phenomenon among prominent brands, particularly for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Inherent Limitations: As segments made using generative AI are more likely to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some commenters pointing out it could reduce work for actors.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
She stated, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode highlights the evolving discussion within the marketing and production industries about the balance between technological innovation and creative integrity.
