The global fast-food chain has removed a holiday commercial produced with generative AI after encountering considerable online backlash.
The brief spot was produced using generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the employment of AI in the film. Several called it "disturbing" and "poorly edited".
"This moment serves as an important lesson as we examine the proper utilization of Artificial Intelligence," said a statement from the company.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry over the Christmas break, using the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that include AI tools have emerged as a rising trend among large brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since videos produced with current AI video tools are more likely to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the production industry, with some critics noting it might affect work for camera crews.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was largely criticized, the reception for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly received a significant "positive feedback" from online commenters.
However, several companies have also faced criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation illustrates the continuing debate within the marketing and creative sectors about the balance between new tools and creative integrity.
