The global fast-food chain has pulled a holiday advertisement made using AI after receiving widespread public disapproval.
The brief spot was created via generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the film. Several labeled it "creepy" and "poorly edited".
"This moment represents an key lesson as we investigate the effective application of AI," said a statement from the company.
The commercial was developed for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various situations that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that feature AI tools have become a increasing phenomenon among major corporations, especially for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Inherent Limitations: As segments created using current AI video tools are susceptible to distort the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised worries about the replacement of human roles in the creative industry, with some observers noting it could affect opportunities for actors.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly received a 61% "positive feedback" from the public.
However, several companies have likewise faced criticism for using the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The episode underscores the continuing discussion within the advertising and creative sectors about the balance between new tools and human craftsmanship.
