The global fast-food chain has pulled a Christmas commercial produced with AI following facing considerable public disapproval.
The short spot was developed via AI video tools and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, commenters criticized the implementation of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we examine the appropriate utilization of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that might go awry over the festive season, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have become a rising trend among major corporations, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-created Christmas ads.
- Inherent Limitations: Since videos created using generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about job displacement in the production sector, with some critics noting it might reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, several companies have also encountered backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "cheap" and "uncanny".
The episode underscores the evolving discussion within the advertising and production industries about the balance between technological innovation and human craftsmanship.
