The global fast-food chain has pulled a holiday advert created using AI after receiving significant public disapproval.
The 45-second ad was produced using AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media denounced the employment of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This incident is an important lesson as we investigate the appropriate application of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate AI tools have become a growing phenomenon among prominent brands, especially for the holiday period.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: Since segments produced with current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the creative sector, with some critics noting it might reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation required "seven weeks" and involved producing "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise faced criticism for employing the technique in advertising. Italian brand Valentino, for example, was criticized for ads that critics called "cheap" and "uncanny".
The situation highlights the continuing debate within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
