The global fast-food chain has taken down a holiday advert made using AI after encountering significant criticism on social media.
The short film was created via AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters lambasted the employment of AI in the film. Several called it "uncanny" and "poorly edited".
"This experience is an key lesson as we examine the appropriate application of AI," stated a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong over the holidays, with the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include generative AI have emerged as a increasing trend among prominent corporations, especially for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Since clips made using generative AI are prone to distort the longer they run, the majority of such clips tend to be only short in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the advertising sector, with some commenters stating it could reduce work for camera crews.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand according to analysis received a 61% "positive feedback" from online commenters.
However, other businesses have likewise faced criticism for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation illustrates the continuing discussion within the advertising and creative industries about the balance between AI efficiency and creative integrity.
