The global fast-food chain has taken down a holiday advertisement made with Artificial Intelligence after encountering widespread criticism on social media.
The brief ad was produced with the help of generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the use of AI in the commercial. Many called it "uncanny" and "jarringly assembled".
"This moment represents an valuable learning as we examine the effective use of AI," stated a statement from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that often go badly over the festive season, under the tagline "the most terrible time of the year".
The Trend of AI Commercials
Commercials that feature AI-created content have emerged as a growing trend among major companies, particularly for the holiday season.
- Coca-Cola has also released back-to-back AI-created Christmas ads.
- Technical Challenges: As clips produced using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also sparked fears about automation in the production industry, with some observers noting it might negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the development took "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, various brands have likewise faced criticism for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The episode illustrates the evolving debate within the marketing and production sectors about the balance between new tools and human craftsmanship.
