The global fast-food chain has removed a holiday advert created via Artificial Intelligence following encountering widespread public disapproval.
The 45-second spot was developed via AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the film. Several described it as "uncanny" and "awkwardly stitched together".
"This experience is an valuable lesson as we explore the proper use of AI," said a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the holidays, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that feature generative AI have become a growing phenomenon among major companies, particularly for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday commercials.
- Technical Challenges: As videos made with current AI video tools are prone to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the advertising sector, with some observers stating it could affect opportunities for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise received criticism for employing the technique in marketing. Italian brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode illustrates the ongoing discussion within the advertising and creative industries about the balance between technological innovation and human craftsmanship.