The global fast-food chain has pulled a holiday advertisement made via AI following receiving widespread criticism on social media.
The 45-second film was produced via AI video tools and was initially released publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, audiences online denounced the implementation of AI in the film. Several called it "creepy" and "jarringly assembled".
"This moment is an important learning as we explore the proper utilization of generative technology," stated a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly during the festive season, with the slogan "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature generative AI have become a increasing trend among large brands, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos produced with generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about automation in the advertising industry, with some commenters noting it might negatively impact work for actors.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from online commenters.
However, various brands have also faced criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "cheap" and "uncanny".
The episode highlights the evolving discussion within the advertising and creative industries about the balance between new tools and creative integrity.
