The global fast-food chain has removed a Christmas commercial produced via AI following facing significant online backlash.
The brief film was developed with the help of AI video tools and was first published online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online lambasted the implementation of AI in the commercial. A number of described it as "uncanny" and "poorly edited".
"This incident is an important lesson as we investigate the appropriate application of generative technology," said a spokesperson from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that can go wrong during the festive season, with the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that include generative AI have become a rising phenomenon among prominent brands, notably for the holiday season.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Technical Challenges: Since clips created with current AI video tools are prone to become unstable the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also raised worries about job displacement in the advertising sector, with some commenters 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 advert.
According to her, the development required "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, other businesses have likewise received scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The situation underscores the ongoing conversation within the marketing and creative industries about the balance between technological innovation and audience reception.
