The global fast-food chain has pulled a Christmas advert produced via AI following encountering widespread online backlash.
The brief ad was created via AI-generated video and was originally published online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Following its publication, commenters criticized the use of AI in the advert. Several called it "creepy" and "poorly edited".
"This experience serves as an valuable lesson as we examine the effective utilization of generative technology," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various things that might go awry during the holidays, using the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Commercials that incorporate generative AI have become a rising phenomenon among prominent brands, particularly for the holiday period.
- Coca-Cola has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the creative industry, with some observers pointing out it could affect opportunities for camera crews.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a film."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have also faced criticism for using AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that some described as "lazy" and "uncanny".
The incident underscores the evolving discussion within the marketing and creative industries about the balance between technological innovation and audience reception.
