The global fast-food chain has removed a holiday advertisement created via generative AI following facing considerable criticism on social media.
The 45-second film was developed using AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This experience represents an key learning as we explore the effective utilization of AI," said a representative 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 things that can go wrong during the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI-created content have emerged as a rising phenomenon among large companies, particularly for the holiday period.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because clips produced using generative AI are prone to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the creative industry, with some observers noting it might negatively impact work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from another major brand according to analysis garnered a 61% "favorable response" from the public.
However, various brands have also received scrutiny for using AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the evolving discussion within the marketing and production industries about the balance between new tools and human craftsmanship.
