The global fast-food chain has removed a Christmas commercial made with Artificial Intelligence after receiving considerable online backlash.
The short spot was created with the help of generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the film. A number of called it "creepy" and "poorly edited".
"This incident is an key lesson as we investigate the proper use of Artificial Intelligence," commented a representative from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that often go badly over the festive season, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate generative AI have emerged as a growing phenomenon among major brands, particularly for the holiday season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Technical Challenges: Since videos made with current AI video tools are more likely to become unstable the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some observers stating it might negatively impact opportunities for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from viewers.
However, other businesses have likewise received criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident underscores the ongoing discussion within the marketing and production sectors about the trade-off between new tools and audience reception.
