The global fast-food chain has removed a holiday advertisement produced using AI after encountering significant online backlash.
The short ad was developed with the help of AI-generated video and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the use of AI in the film. Several described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important learning as we examine the proper application of AI," stated a statement from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that often go badly over the festive season, with the theme "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a growing phenomenon among major corporations, especially for the Christmas campaign season.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Since segments made with current AI video tools are more likely to become unstable the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The video also raised concerns about job displacement in the production industry, with some commenters noting it might reduce work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from viewers.
However, other businesses have also received backlash for using AI in advertising. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation underscores the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
