The global fast-food chain has removed a holiday commercial created using AI after facing widespread public disapproval.
The short film was created via AI video tools and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, commenters denounced the employment of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident represents an key learning as we examine the proper application of AI," stated a representative from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of scenarios that often go badly over the Christmas break, under the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a increasing trend among prominent corporations, notably for the holiday campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips produced with generative AI are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the production industry, with some commenters noting it could negatively impact opportunities for production staff.
Response from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the reception for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, other businesses have likewise received backlash for employing AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The situation illustrates the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
