The global fast-food chain has removed a holiday advertisement created via Artificial Intelligence following receiving significant criticism on social media.
The short ad was created using AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several labeled it "creepy" and "poorly edited".
"This moment represents an important learning as we examine the effective application of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was developed for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry during the Christmas break, under the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that feature generative AI have become a increasing trend among large brands, particularly for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Because videos created with current AI video tools are prone to degrade the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised worries about automation in the production industry, with some critics pointing out it could reduce work for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly garnered a significant "favorable response" from online commenters.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The incident highlights the ongoing conversation within the advertising and production sectors about the balance between new tools and creative integrity.
