The global fast-food chain has taken down a Christmas commercial made via AI following receiving significant criticism on social media.
The brief film was developed using AI-generated video and was initially uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, audiences online criticized the implementation of AI in the film. Several labeled it "uncanny" and "jarringly assembled".
"This incident represents an key learning as we examine the effective application of AI," said a statement from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that might go awry during the Christmas break, under the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Campaigns that include generative AI have become a rising phenomenon among prominent brands, especially for the holiday season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since clips created with current AI video tools are more likely to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also sparked worries about automation in the production industry, with some observers noting it might reduce work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was largely criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "uncanny".
The episode highlights the ongoing conversation within the advertising and production industries about the trade-off between new tools and human craftsmanship.
