The global fast-food chain has pulled a holiday advert made via AI following facing significant criticism on social media.
The 45-second spot was produced with the help of AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, commenters lambasted the use of AI in the film. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident is an key lesson as we examine the effective utilization of Artificial Intelligence," stated a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various things that might go awry over the holidays, with the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that feature AI-created content have emerged as a rising trend among prominent companies, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because clips produced using generative AI are more likely to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production sector, with some critics pointing out it could negatively impact opportunities for production staff.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development took "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This was not an experiment," she commented. "It was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola according to analysis garnered a significant "positive feedback" from online commenters.
However, various brands have likewise received criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The incident underscores the evolving conversation within the advertising and production industries about the balance between technological innovation and creative integrity.
