The global fast-food chain has taken down a holiday advert created with Artificial Intelligence after encountering widespread criticism on social media.
The short spot was produced using generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online denounced the employment of AI in the film. Several described it as "uncanny" and "poorly edited".
"This incident is an valuable learning as we examine the appropriate application of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that include generative AI have become a increasing phenomenon among major companies, especially for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments made with current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also sparked worries about automation in the creative sector, with some commenters stating it could negatively impact work for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This was not an AI trick," she said. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis achieved a significant "favorable response" from the public.
However, various brands have also encountered criticism for employing AI in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The incident highlights the ongoing conversation within the advertising and creative sectors about the balance between new tools and audience reception.
