The global fast-food chain has taken down a Christmas advert created via AI after receiving considerable criticism on social media.
The brief film was created using AI video tools and was initially published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, commenters criticized the implementation of AI in the commercial. Several described it as "disturbing" and "jarringly assembled".
"This moment is an key learning as we explore the effective use of AI," stated a representative from the company.
The commercial was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that often go badly during the holidays, under the tagline "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature generative AI have emerged as a rising phenomenon among major brands, particularly for the Christmas season.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because clips produced with generative AI are more likely to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the creative sector, with some observers stating it might affect work for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a 61% "positive feedback" from online commenters.
However, various brands have also faced scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The situation illustrates the evolving discussion within the marketing and production industries about the balance between AI efficiency and creative integrity.
