The global fast-food chain has taken down a holiday commercial created with Artificial Intelligence following facing widespread public disapproval.
The brief film was produced using generative AI clips and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online lambasted the implementation of AI in the film. Many called it "uncanny" and "jarringly assembled".
"This experience is an key lesson as we examine the proper utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that include generative AI have become a growing trend among major corporations, particularly for the Christmas period.
- Another beverage giant has similarly launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As clips made using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked fears about the replacement of human roles in the advertising industry, with some observers noting it might affect work for production staff.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI trick," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the sentiment for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis garnered a significant "positive sentiment rating" from viewers.
However, several companies have also received scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
