The global fast-food chain has removed a Christmas commercial created with Artificial Intelligence after receiving significant criticism on social media.
The short ad was developed using AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the commercial. A number of labeled it "uncanny" and "poorly edited".
"This moment represents an important learning as we explore the proper application of AI," stated a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that might go awry over the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate AI tools have become a increasing phenomenon among large corporations, especially for the holiday campaign season.
- Coca-Cola has similarly released back-to-back AI-created holiday ads.
- Inherent Limitations: As segments created with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the advertising sector, with some critics noting it could reduce opportunities for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This was not an experiment," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis achieved a significant "positive feedback" from online commenters.
However, various brands have also received scrutiny for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
