The global fast-food chain has removed a Christmas advert created via generative AI after facing widespread public disapproval.
The short ad was produced via AI video tools and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media denounced the use of AI in the film. Many called it "uncanny" and "poorly edited".
"This experience is an key learning as we investigate the proper application of Artificial Intelligence," said a representative from the company.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Commercials that incorporate AI-created content have become a rising phenomenon among prominent companies, particularly for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-generated holiday ads.
- Technical Challenges: Because segments produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the advertising industry, with some observers pointing out it might reduce opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, several companies have also received backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The incident illustrates the ongoing debate within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
