The global fast-food chain has removed a holiday commercial produced with Artificial Intelligence after facing considerable public disapproval.
The 45-second spot was developed using generative AI clips and was first published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Following its publication, commenters criticized the implementation of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This experience is an valuable learning as we explore the effective use of generative technology," stated a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed various situations that often go badly during the festive season, under the theme "the worst time of the year".
The Movement of AI Commercials
Adverts that incorporate AI tools have become a rising phenomenon among large companies, notably for the holiday campaign season.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Technical Challenges: Because clips made using generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the creative industry, with some commenters noting it might reduce work for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved producing "countless iterations" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "positive sentiment rating" from online commenters.
However, several companies have likewise encountered backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The episode underscores the ongoing discussion within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
