The global fast-food chain has removed a Christmas advertisement produced using AI after encountering significant criticism on social media.
The brief spot was produced with the help of AI video tools and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, commenters denounced the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we explore the proper application of AI," commented a statement from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that can go wrong during the festive season, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Adverts that include AI-created content have emerged as a growing phenomenon among major brands, especially for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since clips made using generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the advertising sector, with some critics stating it could reduce opportunities for actors.
Response from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the response for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, other businesses have likewise faced scrutiny for using the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The situation underscores the evolving discussion within the advertising and creative industries about the balance between AI efficiency and creative integrity.
