The global fast-food chain has removed a holiday advertisement made via Artificial Intelligence following encountering considerable public disapproval.
The 45-second spot was produced via AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Response and Removal
Soon after it aired, viewers on social media lambasted the implementation of AI in the film. Several described it as "disturbing" and "poorly edited".
"This incident is an key learning as we investigate the effective application of generative technology," stated a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the holidays, using the theme "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate AI-created content have emerged as a increasing phenomenon among major corporations, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Inherent Limitations: As clips produced using current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative industry, with some commenters noting it might reduce opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "seven weeks" and involved producing "numerous versions" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was largely panned, the reception for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, other businesses have likewise received scrutiny for employing AI in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "uncanny".
The episode underscores the evolving debate within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
