The global fast-food chain has taken down a Christmas commercial made with AI following receiving significant criticism on social media.
The brief spot was created via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Shortly after its release, audiences online lambasted the use of AI in the advert. A number of called it "disturbing" and "poorly edited".
"This incident represents an key learning as we investigate the appropriate utilization of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that might go awry during the festive season, under the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that include AI tools have become a increasing trend among major companies, notably for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos created with generative AI are prone to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the creative sector, with some commenters noting it might reduce work for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "favorable response" from the public.
However, other businesses have likewise encountered backlash for employing the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The episode illustrates the ongoing conversation within the advertising and production industries about the balance between AI efficiency and audience reception.
