The global fast-food chain has removed a Christmas advertisement produced with AI after encountering widespread criticism on social media.
The 45-second film was produced via AI-generated video and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the film. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an important learning as we examine the proper application of generative technology," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that might go awry during the holidays, with the tagline "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate AI-created content have become a increasing phenomenon among large brands, particularly for the Christmas season.
- Another beverage giant has also launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: As clips created using current AI video tools are prone to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the production industry, with some commenters pointing out it might reduce opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand according to analysis received a 61% "favorable response" from viewers.
However, several companies have also faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident illustrates the continuing debate within the advertising and creative industries about the balance between technological innovation and creative integrity.
