The global fast-food chain has removed a holiday commercial created with generative AI after receiving widespread online backlash.
The short ad was developed using AI video tools and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Several called it "disturbing" and "poorly edited".
"This incident serves as an important learning as we examine the appropriate utilization of generative technology," stated a spokesperson from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed a series of things that can go wrong during the holidays, with the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that include generative AI have become a growing phenomenon among major corporations, especially for the holiday season.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Technical Challenges: Since segments produced using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the production sector, with some commenters stating it might affect work for actors.
Response from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, several companies have also encountered scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident highlights the continuing conversation within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
