The global fast-food chain has pulled a holiday commercial produced using AI following facing significant online backlash.
The 45-second film was produced using AI-generated video and was first published publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online criticized the implementation of AI in the film. Many described it as "disturbing" and "jarringly assembled".
"This incident serves as an valuable learning as we investigate the proper utilization of Artificial Intelligence," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various things that often go badly over the festive season, with the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that feature AI tools have emerged as a growing phenomenon among prominent corporations, notably for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since clips created using generative AI are more likely to distort the more extended they are, most such clips tend to be only short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the advertising sector, with some critics noting it could negatively impact opportunities for actors.
Defense from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, other businesses have likewise received scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that critics called "lazy" and "uncanny".
The incident highlights the evolving conversation within the marketing and creative sectors about the balance between AI efficiency and audience reception.
