The global fast-food chain has taken down a holiday advert made via generative AI after receiving widespread public disapproval.
The brief film was produced via generative AI clips and was initially published online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Shortly after its release, commenters lambasted the use of AI in the commercial. Several called it "creepy" and "poorly edited".
"This moment serves as an valuable learning as we investigate the effective use of AI," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry over the Christmas break, using the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate generative AI have become a growing trend among prominent corporations, particularly for the holiday period.
- Coca-Cola has similarly launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments created with generative AI are prone to distort the longer they run, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked concerns about automation in the creative sector, with some observers stating it could affect work for production staff.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development required "over a month and a half" and involved producing "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola according to analysis achieved a 61% "positive feedback" from the public.
However, other businesses have likewise encountered scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The episode underscores the evolving debate within the advertising and production sectors about the trade-off between AI efficiency and creative integrity.
