The global fast-food chain has pulled a Christmas commercial produced using AI after receiving considerable criticism on social media.
The brief spot was created with the help of generative AI clips and was originally released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This moment represents an valuable lesson as we investigate the appropriate use of generative technology," commented a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that can go wrong over the festive season, with the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include generative AI have become a rising trend among large brands, especially for the holiday period.
- Another beverage giant has recently launched consecutive AI-generated holiday commercials.
- Inherent Limitations: Because videos created using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised fears about job displacement in the advertising sector, with some commenters pointing out it could negatively impact opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, other businesses have likewise received criticism for employing the technique in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The incident illustrates the evolving debate within the advertising and production industries about the balance between new tools and creative integrity.
