The global fast-food chain has pulled a Christmas advertisement produced using AI following receiving widespread criticism on social media.
The brief film was created via AI video tools and was first released publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, commenters denounced the use of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we investigate the appropriate utilization of generative technology," commented a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong over the Christmas break, under the tagline "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have emerged as a increasing phenomenon among large companies, especially for the holiday season.
- Another beverage giant has recently launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments made using current AI video tools are prone to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also raised fears about the replacement of human roles in the creative sector, with some commenters noting it might reduce work for production staff.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the project.
She stated, the development required "seven weeks" and involved generating "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from online commenters.
However, various brands have also encountered scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The situation highlights the continuing conversation within the marketing and production industries about the trade-off between technological innovation and audience reception.
