The global fast-food chain has removed a Christmas advert made using AI after receiving significant criticism on social media.
The short film was developed using AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, commenters denounced the implementation of AI in the advert. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment serves as an important lesson as we investigate the effective utilization of Artificial Intelligence," commented a statement from the company.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the festive season, using the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI tools have become a growing trend among prominent corporations, particularly for the holiday season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Since clips produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also provoked concerns about automation in the production industry, with some critics pointing out it could affect opportunities for actors.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a 61% "favorable response" from the public.
However, several companies have likewise faced criticism for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The situation highlights the evolving debate within the advertising and production industries about the balance between technological innovation and audience reception.
