The global fast-food chain has taken down a holiday commercial produced using generative AI following facing widespread criticism on social media.
The 45-second ad was produced via generative AI clips and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, commenters lambasted the implementation of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This moment is an key lesson as we investigate the proper utilization of AI," stated a spokesperson from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry during the festive season, using the tagline "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a rising phenomenon among major corporations, particularly for the Christmas season.
- Another beverage giant has also released back-to-back AI-created Christmas ads.
- Technical Challenges: Since clips produced using current AI video tools are prone to degrade the more extended they are, most such clips tend to be only a few seconds in length.
- Industry Concerns: The video also sparked concerns about job displacement in the creative sector, with some commenters stating it might affect opportunities for production staff.
Defense from the Creators
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, various brands have likewise received criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The situation highlights the ongoing discussion within the marketing and creative sectors about the trade-off between new tools and creative integrity.
