The global fast-food chain has removed a holiday commercial created with Artificial Intelligence following receiving widespread public disapproval.
The brief film was developed with the help of generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the commercial. A number of described it as "creepy" and "jarringly assembled".
"This moment serves as an key lesson as we examine the proper application of Artificial Intelligence," said a representative from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Commercials that incorporate AI-created content have become a increasing phenomenon among major corporations, particularly for the holiday period.
- Coca-Cola has similarly launched consecutive AI-generated 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 short in length.
- Industry Concerns: The video also provoked concerns about the replacement of human roles in the creative industry, with some observers noting it might reduce work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand reportedly garnered a significant "positive feedback" from viewers.
However, other businesses have likewise received scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The situation illustrates the ongoing debate within the advertising and production industries about the balance between new tools and human craftsmanship.
