The global fast-food chain has taken down a holiday commercial created using Artificial Intelligence after encountering considerable criticism on social media.
The short spot was created with the help of AI-generated video and was first released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online denounced the employment of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This incident represents an important learning as we explore the proper utilization of AI," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that often go badly over the Christmas break, with the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI-created content have become a growing trend among major brands, particularly for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments created using current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The ad also provoked worries about job displacement in the production industry, with some commenters stating it might negatively impact work for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This was not an experiment," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a 61% "favorable response" from viewers.
However, various brands have also faced backlash for using AI in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some called "lazy" and "uncanny".
The episode highlights the continuing debate within the advertising and creative sectors about the balance between technological innovation and creative integrity.
