The global fast-food chain has pulled a holiday advertisement created with AI following encountering considerable public disapproval.
The short spot was produced with the help of AI video tools and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Following its publication, audiences online lambasted the employment of AI in the film. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an valuable learning as we investigate the appropriate use of AI," stated a spokesperson from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various situations that can go wrong over the festive season, with the slogan "the worst time of the year".
The Trend of AI in Advertising
Adverts that feature AI-created content have become a growing phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because videos created with generative AI are prone to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the advertising sector, with some commenters noting it might reduce work for camera crews.
Defense from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a 61% "favorable response" from online commenters.
However, other businesses have likewise received scrutiny for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The situation highlights the evolving conversation within the advertising and creative sectors about the balance between new tools and audience reception.
