The global fast-food chain has removed a Christmas advert produced via Artificial Intelligence after receiving considerable criticism on social media.
The brief spot was developed using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the film. Many described it as "disturbing" and "poorly edited".
"This incident represents an key lesson as we explore the effective application of AI," commented a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that might go awry during the festive season, under the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that feature generative AI have emerged as a growing phenomenon among major companies, notably for the holiday period.
- Coca-Cola has similarly released consecutive AI-generated holiday commercials.
- Inherent Limitations: Since segments produced with current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the production industry, with some commenters stating it could negatively impact opportunities for actors.
Response from the Production Company
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from viewers.
However, various brands have likewise faced scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation illustrates the continuing discussion within the advertising and production sectors about the balance between AI efficiency and creative integrity.
