The global fast-food chain has pulled a holiday commercial made via generative AI after facing widespread criticism on social media.
The short film was created via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Following its publication, commenters criticized the use of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This moment is an key learning as we investigate the effective application of generative technology," said a statement from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that include generative AI have emerged as a rising trend among major companies, particularly for the holiday season.
- Coca-Cola has similarly released consecutive AI-created holiday ads.
- Technical Challenges: As clips produced with current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the production sector, with some commenters noting it might affect work for production staff.
Defense from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI trick," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a significant "favorable response" from the public.
However, several companies have likewise encountered scrutiny for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
