The global fast-food chain has pulled a holiday commercial made using Artificial Intelligence following encountering significant public disapproval.
The 45-second spot was produced via AI-generated video and was first published publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This experience is an key learning as we investigate the appropriate application of Artificial Intelligence," said a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed various things that often go badly over the festive season, with the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that incorporate AI-created content have become a growing phenomenon among prominent corporations, particularly for the Christmas period.
- Coca-Cola has also launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips created with current AI video tools are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the production industry, with some commenters pointing out it might affect work for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "over a month and a half" and involved producing "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a film."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday ad from another major brand reportedly achieved a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise faced scrutiny for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the marketing and creative industries about the balance between new tools and audience reception.
