The global fast-food chain has taken down a Christmas advertisement created via Artificial Intelligence after encountering significant public disapproval.
The short ad was produced with the help of AI video tools and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online lambasted the use of AI in the advert. Several labeled it "uncanny" and "awkwardly stitched together".
"This experience represents an important lesson as we investigate the appropriate utilization of generative technology," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the Christmas break, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature AI tools have emerged as a increasing phenomenon among large companies, notably for the holiday season.
- Another beverage giant has recently released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since videos created with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production sector, with some observers pointing out it might negatively impact work for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the creation required "seven weeks" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an experiment," she said. "The result was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated campaigns has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, several companies have likewise encountered backlash for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the advertising and production industries about the balance between technological innovation and human craftsmanship.
