The global fast-food chain has removed a Christmas commercial made via AI after receiving significant criticism on social media.
The 45-second spot was created using generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters denounced the employment of AI in the advert. Many called it "creepy" and "poorly edited".
"This incident represents an key lesson as we investigate the appropriate application of Artificial Intelligence," commented a statement from the company.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that can go wrong over the holidays, with the theme "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that include AI tools have become a growing phenomenon among large companies, particularly for the Christmas campaign season.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: As segments created with generative AI are prone to become unstable the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The ad also raised worries about the replacement of human roles in the advertising sector, with some commenters pointing out it could affect work for camera crews.
Response from the Creators
After the video's removal, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any standard production".
"This was not an AI trick," she said. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, various brands have also faced backlash for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode underscores the continuing discussion within the marketing and production industries about the balance between AI efficiency and audience reception.
