The global fast-food chain has taken down a Christmas commercial produced via AI following encountering considerable criticism on social media.
The short spot was created using generative AI clips and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the implementation of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience represents an important learning as we investigate the proper application of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry over the holidays, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI-created content have become a growing phenomenon among prominent companies, especially for the Christmas period.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since clips created with generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative sector, with some critics pointing out it might affect work for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated holiday spot from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, several companies have likewise encountered scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The incident illustrates the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
