The global fast-food chain has removed a holiday advert produced with Artificial Intelligence following encountering significant criticism on social media.
The 45-second film was produced via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Following its publication, audiences online criticized the use of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This experience serves as an valuable lesson as we investigate the proper application of AI," commented a representative from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly over the festive season, using the slogan "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Adverts that include AI-created content have become a rising phenomenon among major corporations, especially for the Christmas period.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As segments made with current AI video tools are more likely to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked worries about automation in the production industry, with some observers pointing out it might negatively impact opportunities for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the creation took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an AI trick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a significant "positive feedback" from online commenters.
However, various brands have likewise received backlash for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and production industries about the balance between technological innovation and human craftsmanship.
