The global fast-food chain has taken down a holiday commercial created using generative AI after facing considerable public disapproval.
The 45-second film was developed with the help of AI video tools and was originally released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media criticized the implementation of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This incident represents an valuable learning as we investigate the effective use of AI," stated a statement from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong during the holidays, under the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Campaigns that incorporate AI-created content have become a rising phenomenon among prominent brands, notably for the holiday period.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos created with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about the replacement of human roles in the production sector, with some commenters noting it could affect opportunities for actors.
Response from the Creators
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any traditional production".
"This wasn't an experiment," she said. "The result was a film."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, various brands have likewise faced backlash for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident highlights the evolving conversation within the marketing and production industries about the trade-off between technological innovation and human craftsmanship.