The global fast-food chain has removed a holiday commercial produced via Artificial Intelligence following encountering widespread public disapproval.
The brief spot was developed with the help of generative AI clips and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This moment represents an important learning as we explore the proper utilization of AI," stated a spokesperson from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry over the Christmas break, with the theme "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have emerged as a rising trend among major companies, particularly for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: As videos made with current AI video tools are susceptible to become unstable the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The ad also sparked fears about job displacement in the creative sector, with some observers noting it could reduce work for production staff.
Defense from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the reception for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a 61% "favorable response" from the public.
However, other businesses have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "disturbing".
The episode illustrates the evolving debate within the marketing and production industries about the balance between AI efficiency and audience reception.
