The global fast-food chain has removed a Christmas advertisement produced using AI following facing significant online backlash.
The 45-second ad was developed with the help of AI-generated video and was initially published online for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the advert. Several called it "creepy" and "awkwardly stitched together".
"This experience represents an key lesson as we examine the proper use of generative technology," said a statement from the company.
The commercial was created for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various situations that might go awry over the holidays, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that feature AI-created content have emerged as a growing phenomenon among prominent companies, notably for the Christmas season.
- Coca-Cola has similarly released consecutive AI-created Christmas commercials.
- Technical Challenges: As segments produced using current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also sparked worries about the replacement of human roles in the creative industry, with some critics stating it could negatively impact opportunities for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved producing "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise encountered criticism for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation underscores the continuing discussion within the advertising and creative industries about the trade-off between technological innovation and audience reception.
