The global fast-food chain has removed a Christmas commercial produced with generative AI following facing significant online backlash.
The short spot was developed with the help of AI video tools and was first published online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This experience serves as an valuable learning as we examine the proper use of Artificial Intelligence," stated a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a rising phenomenon among major brands, particularly for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Since clips produced with current AI video tools are susceptible to distort the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative sector, with some observers stating it might reduce work for camera crews.
Response from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive sentiment rating" from the public.
However, other businesses have likewise encountered backlash for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode highlights the continuing debate within the marketing and production sectors about the balance between new tools and audience reception.
