The global fast-food chain has removed a holiday commercial made via generative AI following facing widespread criticism on social media.
The 45-second ad was produced using generative AI clips and was originally released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This moment serves as an key lesson as we examine the appropriate application of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the holidays, using the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Campaigns that include AI-created content have become a growing phenomenon among prominent brands, especially for the holiday season.
- Another beverage giant has recently launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As videos produced with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about job displacement in the production industry, with some observers pointing out it could affect opportunities for camera crews.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a 61% "favorable response" from online commenters.
However, other businesses have also received criticism for using the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The incident illustrates the ongoing discussion within the advertising and production industries about the trade-off between AI efficiency and creative integrity.
