The global fast-food chain has pulled a Christmas advertisement created via AI after facing widespread online backlash.
The short film was created using AI video tools and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, viewers on social media lambasted the use of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important lesson as we examine the appropriate utilization of Artificial Intelligence," said a representative from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various things that might go awry during the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate generative AI have emerged as a increasing trend among major companies, notably for the holiday season.
- Coca-Cola has similarly released consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments produced using current AI video tools are more likely to degrade the more extended they are, the majority of such clips tend to be only short in length.
- Industry Concerns: The ad also sparked concerns about automation in the production sector, with some observers pointing out it might negatively impact opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, several companies have likewise received criticism for employing AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "disturbing".
The incident underscores the evolving debate within the marketing and production industries about the balance between new tools and audience reception.
