The global fast-food chain has taken down a Christmas advert produced using Artificial Intelligence after facing widespread criticism on social media.
The short ad was produced with the help of AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the employment of AI in the film. A number of described it as "disturbing" and "jarringly assembled".
"This incident serves as an key learning as we explore the appropriate use of generative technology," said a statement from McDonald's Netherlands.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various scenarios that often go badly during the holidays, under the theme "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include generative AI have become a growing trend among prominent brands, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos created with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked concerns about job displacement in the creative industry, with some observers noting it could negatively impact opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped afterward "just as we would on any traditional production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was predominantly panned, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, other businesses have also faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The incident underscores the continuing debate within the advertising and creative industries about the balance between new tools and human craftsmanship.
