The global fast-food chain has removed a holiday advertisement created using AI after facing widespread online backlash.
The short spot was produced with the help of AI-generated video and was first released publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, audiences online lambasted the employment of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This moment is an valuable learning as we examine the proper application of generative technology," commented a spokesperson from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the slogan "the most terrible time of the year".
The Trend of AI-Generated Ads
Adverts that incorporate generative AI have emerged as a rising phenomenon among large brands, notably for the holiday campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Technical Challenges: As videos produced with generative AI are prone to become unstable the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also raised fears about job displacement in the creative industry, with some observers stating it could reduce work for camera crews.
Defense from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the development took "over a month and a half" and involved generating "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-generated Christmas spot from Coca-Cola according to analysis received a 61% "favorable response" from viewers.
However, other businesses have likewise received scrutiny for using AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between new tools and creative integrity.
