The global fast-food chain has taken down a Christmas commercial created with AI following receiving widespread online backlash.
The 45-second spot was created with the help of AI video tools and was initially uploaded online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters denounced the employment of AI in the advert. Several called it "creepy" and "poorly edited".
"This experience serves as an key learning as we investigate the proper utilization of AI," commented a representative from the company.
The advert was developed for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that can go wrong over the holidays, under the theme "the worst time of the year".
A Growing Movement of AI Commercials
Adverts that feature AI tools have become a increasing phenomenon among major companies, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: Because clips produced using generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some commenters stating it might reduce opportunities for camera crews.
Response from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process required "over a month and a half" and involved creating "countless iterations" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from online commenters.
However, other businesses have likewise encountered backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The episode underscores the continuing debate within the marketing and production industries about the trade-off between technological innovation and creative integrity.
