The global fast-food chain has removed a holiday commercial made via AI following receiving widespread online backlash.
The brief ad was developed with the help of AI-generated video and was first published online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media criticized the use of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable learning as we examine the proper utilization of generative technology," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that might go awry over the Christmas break, under the tagline "the worst time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that feature AI-created content have become a growing phenomenon among prominent brands, notably for the holiday season.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos produced with current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked fears about automation in the advertising sector, with some commenters noting it could negatively impact work for actors.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for using the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident illustrates the continuing discussion within the advertising and creative industries about the balance between new tools and audience reception.
