The global fast-food chain has removed a holiday advert produced via generative AI after receiving considerable online backlash.
The short film was produced with the help of AI-generated video and was originally uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, audiences online criticized the use of AI in the commercial. Several labeled it "uncanny" and "jarringly assembled".
"This experience serves as an valuable lesson as we examine the proper application of generative technology," commented a representative from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry during the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have become a increasing trend among prominent brands, especially for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since clips made with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the creative industry, with some critics noting it could affect opportunities for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the creation required "over a month and a half" and involved generating "numerous versions" which were then edited afterward "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise encountered backlash for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The situation illustrates the evolving discussion within the marketing and creative sectors about the balance between technological innovation and audience reception.
