The global fast-food chain has pulled a Christmas commercial produced with AI following receiving widespread online backlash.
The brief ad was created using AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media denounced the employment of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This incident represents an key learning as we explore the appropriate application of AI," commented a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the Christmas break, with the slogan "the worst time of the year".
The Trend of AI in Advertising
Commercials that incorporate AI tools have emerged as a increasing trend among prominent brands, particularly for the Christmas period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As clips created with generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Broader Implications: The video also provoked concerns about automation in the creative industry, with some observers pointing out it could reduce work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was predominantly criticized, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, various brands have also faced criticism for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and production industries about the trade-off between new tools and human craftsmanship.
