The global fast-food chain has taken down a Christmas commercial produced using Artificial Intelligence after receiving widespread online backlash.
The short spot was produced with the help of generative AI clips and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This incident is an important learning as we investigate the proper application of AI," said a representative from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, with the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that include AI-created content have become a growing trend among major companies, especially for the holiday period.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Inherent Limitations: Since clips created using current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising industry, with some commenters pointing out it might affect opportunities for actors.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of 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 standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday spot from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, other businesses have also faced backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The episode underscores the continuing debate within the marketing and creative sectors about the balance between technological innovation and audience reception.
