The global fast-food chain has removed a holiday commercial made with AI following receiving widespread online backlash.
The brief film was produced using generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Response and Removal
Following its publication, audiences online criticized the use of AI in the film. Several described it as "uncanny" and "poorly edited".
"This incident is an key lesson as we investigate the proper utilization of generative technology," said a statement from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong during the festive season, using the slogan "the worst time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI-created content have emerged as a growing trend among prominent brands, notably for the holiday period.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Technical Challenges: As videos made with generative AI are more likely to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about job displacement in the production sector, with some commenters noting it might negatively impact opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive feedback" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and audience reception.
