The global fast-food chain has removed a holiday advert produced with AI following receiving widespread online backlash.
The short ad was produced with the help of AI video tools and was first released online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the commercial. Many labeled it "creepy" and "poorly edited".
"This moment serves as an important lesson as we examine the effective use of generative technology," commented a spokesperson from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that often go badly over the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Commercials that include AI-created content have emerged as a growing phenomenon among major companies, notably for the Christmas season.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Technical Challenges: Because videos made with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the production industry, with some observers pointing out it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
She stated, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also received backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The situation underscores the ongoing conversation within the advertising and production sectors about the balance between technological innovation and audience reception.
