The global fast-food chain has removed a holiday commercial made using generative AI following encountering widespread public disapproval.
The short spot was produced using generative AI clips and was first uploaded online for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. Many called it "disturbing" and "awkwardly stitched together".
"This moment is an valuable lesson as we explore the proper application of AI," commented a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry during the holidays, using the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include AI-created content have emerged as a growing phenomenon among prominent companies, notably for the holiday campaign season.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Inherent Limitations: Because segments made with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be only a few seconds in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some observers pointing out it might affect opportunities for actors.
Defense from the Production Company
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development required "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, other businesses have also faced backlash for employing AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The situation highlights the evolving conversation within the advertising and production sectors about the balance between new tools and audience reception.
