The global fast-food chain has pulled a holiday advertisement produced with Artificial Intelligence following encountering significant public disapproval.
The 45-second film was created via AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we explore the effective application of generative technology," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong during the Christmas break, under the tagline "the worst time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate generative AI have emerged as a increasing phenomenon among major companies, particularly for the holiday season.
- Another beverage giant has also launched back-to-back AI-generated holiday ads.
- Inherent Limitations: As clips created with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked fears about automation in the production sector, with some critics stating it could affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't an experiment," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the response for other AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise faced scrutiny for using the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The incident highlights the ongoing discussion within the marketing and production industries about the trade-off between new tools and human craftsmanship.
