The global fast-food chain has pulled a holiday advertisement made with AI after encountering significant public disapproval.
The short film was developed using generative AI clips and was initially released publicly for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, audiences online criticized the implementation of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This experience represents an important learning as we examine the proper use of AI," said a representative from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It depicted various situations that can go wrong over the festive season, under the theme "the worst time of the year".
The Trend of AI Commercials
Commercials that incorporate AI tools have become a rising phenomenon among prominent corporations, especially for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments made with current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also raised fears about automation in the production industry, with some observers stating it might reduce opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
She stated, the creation required "over a month and a half" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have also encountered criticism for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "uncanny".
The episode underscores the evolving discussion within the marketing and production sectors about the balance between new tools and creative integrity.
