The global fast-food chain has removed a Christmas advert made via AI after facing significant criticism on social media.
The short ad was created using generative AI clips and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters lambasted the use of AI in the commercial. Several labeled it "creepy" and "poorly edited".
"This moment represents an important learning as we examine the proper application of Artificial Intelligence," said a spokesperson from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that might go awry during the Christmas break, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI tools have become a growing phenomenon among major brands, especially for the Christmas season.
- Another beverage giant has similarly launched consecutive AI-created holiday commercials.
- Inherent Limitations: Because segments produced with generative AI are more likely to become unstable the more extended they are, the majority of such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the advertising industry, with some commenters noting it might reduce work for camera crews.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis achieved a significant "favorable response" from viewers.
However, other businesses have also encountered backlash for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "lazy" and "uncanny".
The situation illustrates the ongoing debate within the marketing and creative industries about the trade-off between new tools and audience reception.
