The global fast-food chain has taken down a holiday advert created using Artificial Intelligence after encountering widespread public disapproval.
The brief ad was produced via generative AI clips and was originally released on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, audiences online criticized the use of AI in the film. Several called it "disturbing" and "jarringly assembled".
"This experience serves as an important lesson as we examine the proper application of generative technology," stated a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly over the Christmas break, under the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a rising trend among major corporations, notably for the holiday period.
- Coca-Cola has also launched back-to-back AI-created Christmas ads.
- Technical Challenges: Because videos produced using generative AI are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also raised concerns about automation in the production sector, with some observers noting it might negatively impact opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the production process took "over a month and a half" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an experiment," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, other businesses have likewise received backlash for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "lazy" and "disturbing".
The incident highlights the ongoing debate within the marketing and creative industries about the trade-off between new tools and creative integrity.
