The global fast-food chain has pulled a holiday advert created with AI after receiving significant public disapproval.
The brief film was produced via AI video tools and was originally published publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the implementation of AI in the commercial. Many described it as "uncanny" and "awkwardly stitched together".
"This moment is an valuable learning as we examine the appropriate application of generative technology," said a statement from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that can go wrong over the festive season, with the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that feature AI tools have become a growing phenomenon among major companies, especially for the Christmas period.
- Another beverage giant has also released back-to-back AI-created Christmas ads.
- Inherent Limitations: As videos created using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the production sector, with some critics noting it could negatively impact opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a significant "positive feedback" from viewers.
However, other businesses have likewise faced scrutiny for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "uncanny".
The incident underscores the evolving discussion within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
