The global fast-food chain has taken down a holiday commercial made via generative AI following receiving considerable criticism on social media.
The 45-second ad was developed using AI video tools and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Shortly after its release, commenters denounced the implementation of AI in the commercial. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience is an important learning as we explore the proper use of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong over the holidays, under the tagline "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that include generative AI have emerged as a increasing phenomenon among large corporations, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since segments made with generative AI are prone to distort the more extended they are, the majority of such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked worries about job displacement in the advertising sector, with some commenters stating it might affect opportunities for camera crews.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident underscores the ongoing discussion within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
