The global fast-food chain has taken down a holiday commercial produced via AI following receiving significant online backlash.
The 45-second spot was produced using AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, commenters lambasted the employment of AI in the advert. Many described it as "uncanny" and "jarringly assembled".
"This experience is an important lesson as we explore the effective use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, using the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Commercials that incorporate AI tools have become a rising phenomenon among large companies, particularly for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Because segments made using generative AI are prone to distort the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative sector, with some critics stating it might affect opportunities for camera crews.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from online commenters.
However, various brands have likewise encountered scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "uncanny".
The situation illustrates the ongoing conversation within the advertising and production sectors about the balance between new tools and creative integrity.
