The global fast-food chain has taken down a Christmas commercial created using Artificial Intelligence after encountering widespread criticism on social media.
The 45-second spot was produced using generative AI clips and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Removal
Following its publication, commenters denounced the use of AI in the film. A number of described it as "uncanny" and "jarringly assembled".
"This moment is an important learning as we explore the appropriate utilization of generative technology," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that can go wrong over the festive season, under the slogan "the worst time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include AI-created content have emerged as a growing phenomenon among prominent corporations, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments produced using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be about short in length.
- Industry Concerns: The ad also raised fears about automation in the advertising industry, with some commenters noting it might reduce opportunities for production staff.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved generating "thousands of takes" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's ad was predominantly panned, the sentiment for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have also received scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode highlights the continuing conversation within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
