The global fast-food chain has removed a Christmas advert made using Artificial Intelligence after encountering significant criticism on social media.
The short spot was developed via generative AI clips and was initially published on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Following its publication, audiences online lambasted the use of AI in the commercial. Many called it "disturbing" and "jarringly assembled".
"This moment is an valuable lesson as we examine the proper application of generative technology," commented a representative from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that often go badly during the Christmas break, with the slogan "not the most wonderful time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate AI-created content have emerged as a growing trend among prominent corporations, particularly for the Christmas season.
- Another beverage giant has also released back-to-back AI-generated Christmas commercials.
- Inherent Limitations: Because videos created with current AI video tools are more likely to distort the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The video also sparked worries about automation in the creative sector, with some commenters stating it might negatively impact work for actors.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, several companies have likewise encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "uncanny".
The episode highlights the evolving debate within the advertising and production sectors about the trade-off between new tools and creative integrity.
