The global fast-food chain has removed a Christmas commercial created via generative AI following encountering considerable public disapproval.
The brief spot was produced via AI video tools and was originally published online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media denounced the employment of AI in the commercial. Many described it as "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we investigate the effective use of Artificial Intelligence," commented a representative from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that often go badly during the holidays, using the theme "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI-created content have emerged as a rising trend among large companies, particularly for the holiday period.
- Another beverage giant has recently launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because videos produced with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising sector, with some critics stating it could negatively impact work for actors.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a significant "favorable response" from online commenters.
However, several companies have also encountered criticism for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The incident highlights the continuing conversation within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
