The global fast-food chain has taken down a holiday commercial produced via generative AI after encountering widespread online backlash.
The 45-second film was produced with the help of AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. Several called it "uncanny" and "poorly edited".
"This experience is an valuable learning as we investigate the appropriate utilization of AI," commented a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the Christmas break, using the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that include AI tools have become a rising phenomenon among prominent brands, particularly for the Christmas period.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because clips produced using generative AI are susceptible to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the production sector, with some observers pointing out it could affect work for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process required "seven weeks" and involved producing "numerous versions" which were then edited during the edit "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, various brands have likewise received criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The incident illustrates the ongoing debate within the advertising and production industries about the trade-off between new tools and human craftsmanship.
