McDonald's Removes AI-Generated Holiday Commercial In the Wake of Online Criticism.
The global fast-food chain has removed a holiday advertisement created via AI after encountering widespread criticism on social media.
The short ad was developed using AI-generated video and was originally published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters denounced the implementation of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience serves as an valuable lesson as we investigate the appropriate utilization of generative technology," commented a representative from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that can go wrong during the holidays, with the tagline "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have emerged as a growing phenomenon among major companies, especially for the holiday period.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Because segments produced with generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked worries about automation in the production sector, with some observers noting it might reduce opportunities for production staff.
Response from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved producing "countless iterations" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an experiment," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for other AI-generated holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The situation underscores the continuing debate within the advertising and production industries about the balance between new tools and human craftsmanship.
