The global fast-food chain has taken down a holiday commercial created with generative AI following encountering considerable criticism on social media.
The 45-second film was produced via generative AI clips and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Many described it as "creepy" and "poorly edited".
"This moment serves as an key lesson as we explore the effective use of AI," stated a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry during the festive season, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that feature AI tools have become a growing trend among major companies, particularly for the Christmas season.
- Coca-Cola has similarly released consecutive AI-created Christmas commercials.
- Inherent Limitations: Since segments 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.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative sector, with some critics stating it could reduce opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, various brands have also received criticism for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The situation underscores the evolving conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
