The global fast-food chain has removed a Christmas commercial created via generative AI after encountering considerable criticism on social media.
The short film was produced with the help of AI-generated video and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This incident represents an important learning as we examine the appropriate application of AI," said a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed a series of things that might go awry over the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have become a rising trend among major companies, notably for the Christmas campaign season.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since segments made with current AI video tools are susceptible to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the advertising industry, with some commenters pointing out it might affect work for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from viewers.
However, several companies have likewise faced scrutiny for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The episode highlights the continuing conversation within the advertising and production industries about the trade-off between new tools and human craftsmanship.
