The global fast-food chain has taken down a holiday commercial made with AI after receiving significant criticism on social media.
The 45-second spot was produced via AI video tools and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, audiences online criticized the use of AI in the commercial. Many called it "disturbing" and "poorly edited".
"This experience is an key lesson as we explore the proper use of AI," commented a representative from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the Christmas break, under the theme "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a rising phenomenon among major companies, notably for the holiday season.
- Coca-Cola has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: Since clips made with generative AI are more likely to distort the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the production sector, with some critics stating it could negatively impact work for production staff.
Response from the Production Company
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "thousands of takes" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an experiment," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from online commenters.
However, several companies have likewise received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident illustrates the evolving discussion within the advertising and production sectors about the trade-off between new tools and creative integrity.
