The global fast-food chain has taken down a Christmas advertisement produced with Artificial Intelligence after receiving considerable criticism on social media.
The short ad was developed via AI video tools and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the employment of AI in the film. A number of labeled it "uncanny" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the effective use of generative technology," commented a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that can go wrong over the festive season, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among major companies, particularly for the holiday period.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments created using current AI video tools are susceptible to become unstable the longer they run, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the creative sector, with some observers noting it might reduce opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have also faced backlash for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident highlights the continuing discussion within the advertising and production sectors about the balance between new tools and human craftsmanship.
