The global fast-food chain has taken down a holiday commercial created with generative AI after receiving considerable criticism on social media.
The 45-second film was developed with the help of generative AI clips and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we examine the proper use of AI," commented a representative 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 situations that often go badly during the Christmas break, using the tagline "the worst time of the year".
The Movement of AI in Advertising
Adverts that feature AI tools have emerged as a rising phenomenon among large corporations, notably for the Christmas campaign season.
- Another beverage giant has similarly released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos created with current AI video tools are more likely to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the advertising industry, with some observers noting it might negatively impact work for actors.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, various brands have likewise received backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The incident illustrates the evolving discussion within the advertising and creative industries about the balance between new tools and creative integrity.
