The global fast-food chain has removed a holiday advert made using Artificial Intelligence after receiving widespread public disapproval.
The brief ad was created via AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Several called it "creepy" and "poorly edited".
"This experience serves as an key learning as we explore the effective utilization of AI," said a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly over the holidays, using the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI tools have become a growing trend among major companies, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos produced using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the production sector, with some critics noting it could affect opportunities for camera crews.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the creation took "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, other businesses have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "uncanny".
The episode highlights the ongoing debate within the marketing and production sectors about the trade-off between new tools and creative integrity.
