The global fast-food chain has pulled a holiday advertisement produced with generative AI following encountering considerable criticism on social media.
The short spot was created via AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media denounced the implementation of AI in the film. Several described it as "creepy" and "poorly edited".
"This moment represents an valuable lesson as we explore the effective use of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have emerged as a increasing phenomenon among prominent brands, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated holiday commercials.
- Inherent Limitations: Because clips produced using current AI video tools are prone to degrade the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative sector, with some observers noting it might affect opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the response for other AI-assisted campaigns has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a significant "positive feedback" from online commenters.
However, other businesses have likewise received backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The incident illustrates the continuing discussion within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
