The global fast-food chain has removed a holiday advertisement created via generative AI following facing widespread online backlash.
The brief ad was developed with the help of generative AI clips and was first released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. Many labeled it "creepy" and "awkwardly stitched together".
"This experience represents an valuable learning as we investigate the proper application of AI," stated a statement from the company.
The commercial was developed for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature AI tools have emerged as a increasing trend among large corporations, notably for the Christmas season.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: As videos created with generative AI are prone to degrade the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the advertising industry, with some observers stating it could negatively impact work for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly achieved a 61% "positive sentiment rating" from viewers.
However, several companies have likewise encountered criticism for employing AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "cheap" and "disturbing".
The episode illustrates the ongoing debate within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
