The global fast-food chain has taken down a holiday commercial made using AI following facing significant criticism on social media.
The 45-second spot was created via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media criticized the employment of AI in the film. Many called it "creepy" and "poorly edited".
"This incident represents an key learning as we examine the appropriate application of generative technology," stated a statement from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed various scenarios that often go badly during the Christmas break, with the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate AI tools have emerged as a rising phenomenon among large brands, notably for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips produced with generative AI are prone to distort the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the creative sector, with some observers noting it might reduce work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any high-craft production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "favorable response" from the public.
However, several companies have likewise faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation highlights the continuing debate within the marketing and creative sectors about the trade-off between technological innovation and audience reception.
