The global fast-food chain has taken down a holiday commercial produced via Artificial Intelligence following encountering considerable criticism on social media.
The short film was created with the help of AI-generated video and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the advert. Several labeled it "uncanny" and "jarringly assembled".
"This incident is an valuable learning as we examine the appropriate application of generative technology," said a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that often go badly during the holidays, under the slogan "not the most wonderful time of the year".
The Trend of AI Commercials
Campaigns that feature AI-created content have emerged as a rising trend among major companies, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments made with generative AI are susceptible to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also sparked concerns about automation in the creative industry, with some critics pointing out it could negatively impact work for production staff.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't an experiment," she commented. "It was a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis achieved a significant "positive sentiment rating" from the public.
However, various brands have also received criticism for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The situation highlights the continuing conversation within the advertising and production sectors about the balance between AI efficiency and creative integrity.
