The global fast-food chain has removed a Christmas advert made using generative AI following encountering considerable criticism on social media.
The short film was produced with the help of AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the commercial. A number of labeled it "uncanny" and "poorly edited".
"This moment represents an key learning as we examine the effective application of AI," commented a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed a series of situations that often go badly during the festive season, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI tools have emerged as a growing trend among prominent companies, notably for the holiday period.
- Another beverage giant has also released consecutive AI-generated Christmas commercials.
- Technical Challenges: As videos created with current AI video tools are susceptible to degrade the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about job displacement in the creative sector, with some observers stating it might affect opportunities for actors.
Defense from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, several companies have also encountered scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode highlights the ongoing conversation within the advertising and creative industries about the balance between new tools and audience reception.
