The global fast-food chain has taken down a Christmas advertisement created using Artificial Intelligence following receiving significant public disapproval.
The 45-second spot was produced via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. Several called it "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we explore the proper application of Artificial Intelligence," said a statement from the company.
The advert was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that might go awry during the Christmas break, with the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that include generative AI have become a increasing trend among large corporations, especially for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Inherent Limitations: Because segments made using generative AI are susceptible to degrade the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the creative industry, with some observers noting it could reduce work for production staff.
Defense from the Production Company
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the development took "over a month and a half" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any standard production".
"This was not an AI gimmick," she commented. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola reportedly achieved a significant "positive feedback" from viewers.
However, other businesses have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "disturbing".
The episode illustrates the ongoing debate within the marketing and production sectors about the balance between technological innovation and creative integrity.
