The global fast-food chain has removed a Christmas commercial produced via AI after encountering considerable public disapproval.
The 45-second film was produced via AI-generated video and was initially released online for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Decision to Pull
Following its publication, audiences online denounced the use of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This moment is an important lesson as we examine the appropriate application of AI," said a statement from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly over the festive season, using the theme "the worst time of the year".
The Trend of AI Commercials
Commercials that feature generative AI have emerged as a rising trend among prominent companies, especially for the holiday season.
- Coca-Cola has recently released consecutive AI-generated holiday commercials.
- Technical Challenges: Since segments made with current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising sector, with some observers noting it might negatively impact work for production staff.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved creating "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, several companies have also received criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode underscores the ongoing debate within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
