The global fast-food chain has pulled a holiday commercial made via Artificial Intelligence following facing considerable public disapproval.
The brief spot was produced using AI video tools and was first released online for McDonald's Netherlands back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we investigate the appropriate utilization of generative technology," commented a statement from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that can go wrong over the holidays, using the slogan "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have emerged as a increasing phenomenon among major corporations, notably for the Christmas period.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Technical Challenges: As segments created using current AI video tools are more likely to degrade the more extended they are, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the production sector, with some commenters pointing out it might reduce work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This was not an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly received a 61% "positive sentiment rating" from the public.
However, other businesses have also received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The situation illustrates the ongoing debate within the advertising and creative industries about the trade-off between technological innovation and audience reception.
