The global fast-food chain has removed a Christmas commercial created with AI after receiving widespread criticism on social media.
The 45-second film was developed with the help of generative AI clips and was originally uploaded publicly for McDonald's Netherlands back on 6 December.
Viewer Response and Removal
Following its publication, viewers on social media criticized the employment of AI in the commercial. A number of labeled it "disturbing" and "jarringly assembled".
"This incident serves as an important learning as we examine the proper utilization of Artificial Intelligence," said a spokesperson from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It showed various situations that might go awry during the Christmas break, using the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a increasing trend among major companies, especially for the holiday period.
- Coca-Cola has also released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because segments created with generative AI are prone to distort the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the production industry, with some critics stating it could affect opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis garnered a significant "favorable response" from viewers.
However, several companies have also faced scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The incident illustrates the ongoing discussion within the marketing and production industries about the balance between new tools and audience reception.
