The global fast-food chain has taken down a holiday advert produced using AI following facing widespread online backlash.
The 45-second spot was produced using generative AI clips and was first released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online criticized the use of AI in the advert. Several described it as "disturbing" and "jarringly assembled".
"This incident serves as an important learning as we investigate the proper application of generative technology," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly during the festive season, with the tagline "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that include AI-created content have emerged as a rising trend among major corporations, especially for the holiday campaign season.
- Another beverage giant has also launched back-to-back AI-created holiday commercials.
- Technical Challenges: Since videos produced with generative AI are prone to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also sparked fears about automation in the production sector, with some observers pointing out it could affect opportunities for actors.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday ad from another major brand reportedly received a significant "favorable response" from the public.
However, other businesses have also faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "cheap" and "disturbing".
The episode highlights the ongoing conversation within the advertising and creative sectors about the balance between technological innovation and audience reception.
