The global fast-food chain has taken down a holiday commercial made via AI after facing significant criticism on social media.
The 45-second ad was produced via generative AI clips and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media denounced the implementation of AI in the commercial. Several described it as "creepy" and "poorly edited".
"This moment is an key learning as we investigate the proper utilization of AI," commented a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the festive season, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Adverts that include generative AI have emerged as a increasing trend among prominent companies, notably for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas ads.
- Technical Challenges: Since clips produced with generative AI are prone to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the creative industry, with some critics stating it could reduce work for actors.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she said. "The result was a finished piece."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly achieved a 61% "positive sentiment rating" from viewers.
However, several companies have also received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The situation highlights the ongoing discussion within the marketing and production industries about the trade-off between new tools and human craftsmanship.
