The global fast-food chain has removed a Christmas advertisement created using generative AI following facing widespread criticism on social media.
The brief spot was developed with the help of AI-generated video and was first uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the advert. Many described it as "creepy" and "jarringly assembled".
"This moment serves as an key lesson as we investigate the appropriate use of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry over the holidays, using the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Commercials that feature AI-created content have become a growing phenomenon among large companies, notably for the Christmas campaign season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips created with generative AI are more likely to degrade the more extended they are, most such clips tend to be about short in length.
- Broader Implications: The video also provoked concerns about automation in the creative sector, with some commenters pointing out it might negatively impact work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "over a month and a half" and involved producing "numerous versions" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for some AI-generated 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 likewise faced backlash for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The incident highlights the evolving conversation within the marketing and creative industries about the balance between AI efficiency and human craftsmanship.
