The global fast-food chain has removed a Christmas advertisement produced via generative AI following receiving significant online backlash.
The 45-second film was developed using AI-generated video and was first uploaded online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters criticized the implementation of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the effective application of Artificial Intelligence," stated a representative from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that feature generative AI have become a growing phenomenon among major corporations, especially for the holiday period.
- Coca-Cola has also released consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos produced with generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised concerns about the replacement of human roles in the advertising sector, with some observers stating it could affect opportunities for camera crews.
Response from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a film."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis garnered a 61% "positive feedback" from online commenters.
However, several companies have also received scrutiny for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The episode illustrates the ongoing conversation within the marketing and production industries about the balance between new tools and audience reception.
