The global fast-food chain has pulled a Christmas advertisement created via AI following receiving significant criticism on social media.
The brief ad was developed via AI-generated video and was originally published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Removal
Shortly after its release, commenters criticized the employment of AI in the commercial. Many labeled it "disturbing" and "jarringly assembled".
"This moment represents an valuable learning as we examine the appropriate use of Artificial Intelligence," stated a representative from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong during the holidays, under the theme "the worst time of the year".
The Phenomenon of AI-Generated Ads
Commercials that include AI tools have emerged as a rising trend among large corporations, particularly for the Christmas campaign season.
- Coca-Cola has recently released back-to-back AI-generated Christmas ads.
- Technical Challenges: Since segments produced using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative sector, with some commenters noting it might affect opportunities for actors.
Defense from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved producing "numerous versions" which were then crafted during the edit "just as we would on any traditional production".
"This wasn't an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been divisive.
For instance, a recent AI-created holiday ad from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, several companies have also received criticism for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The situation underscores the evolving debate within the advertising and production industries about the balance between new tools and creative integrity.
