The global fast-food chain has pulled a Christmas commercial made with Artificial Intelligence after facing considerable criticism on social media.
The short spot was developed using AI-generated video and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online lambasted the employment of AI in the commercial. Many described it as "disturbing" and "poorly edited".
"This incident serves as an valuable learning as we explore the appropriate application of generative technology," said a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly over the Christmas break, under the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include AI tools have become a growing phenomenon among large companies, especially for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-created holiday ads.
- Technical Challenges: Since videos made using current AI video tools are prone to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the production sector, with some commenters noting it could affect work for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the development took "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "favorable response" from online commenters.
However, various brands have likewise encountered backlash for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The incident underscores the evolving conversation within the advertising and production industries about the balance between technological innovation and audience reception.
