The global fast-food chain has taken down a holiday commercial produced using generative AI following facing considerable public disapproval.
The short ad was produced with the help of AI video tools and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the effective application of AI," stated a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that often go badly during the festive season, with the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that feature AI-created content have become a growing phenomenon among major brands, especially for the holiday season.
- Coca-Cola has similarly launched consecutive AI-generated holiday ads.
- Inherent Limitations: Since videos created using generative AI are prone to degrade the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the production sector, with some commenters stating it might reduce work for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an AI trick," she commented. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise encountered backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The episode illustrates the continuing debate within the marketing and production industries about the trade-off between new tools and audience reception.
