The global fast-food chain has taken down a holiday advertisement made via generative AI after encountering widespread public disapproval.
The short ad was created with the help of AI-generated video and was originally released publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident represents an valuable learning as we investigate the appropriate use of AI," commented a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that often go badly over the festive season, using the theme "the worst time of the year".
A Growing Trend of AI Commercials
Commercials that feature AI-created content have emerged as a growing trend among prominent brands, especially for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments produced with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised worries about automation in the creative industry, with some observers pointing out it could negatively impact opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, various brands have likewise encountered criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The incident highlights the continuing debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
