The global fast-food chain has pulled a Christmas advert made using generative AI after facing significant public disapproval.
The short spot was developed via AI-generated video and was first published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Following its publication, commenters criticized the use of AI in the advert. A number of described it as "uncanny" and "awkwardly stitched together".
"This incident represents an valuable lesson as we explore the appropriate application of Artificial Intelligence," said a statement from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong over the holidays, under the slogan "the most terrible time of the year".
The Trend of AI Commercials
Commercials that include generative AI have become a increasing phenomenon among major brands, particularly for the Christmas period.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments created using current AI video tools are prone to distort the longer they run, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised worries about job displacement in the production industry, with some critics pointing out it might affect opportunities for actors.
Response from the Creators
After the ad being taken down, a producer's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI trick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from the public.
However, several companies have likewise faced scrutiny for using AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The episode illustrates the evolving discussion within the advertising and production industries about the balance between technological innovation and human craftsmanship.
