The global fast-food chain has taken down a Christmas advertisement made using AI following receiving widespread criticism on social media.
The short ad was produced via AI video tools and was originally uploaded online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the commercial. Several called it "creepy" and "jarringly assembled".
"This experience is an valuable lesson as we investigate the proper use of generative technology," stated a representative from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that might go awry during the Christmas break, under the theme "the worst time of the year".
The Phenomenon of AI Commercials
Adverts that incorporate AI-created content have emerged as a increasing trend among large companies, particularly for the holiday period.
- Coca-Cola has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos produced using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The video also raised concerns about automation in the production sector, with some observers pointing out it might negatively impact work for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a significant "favorable response" from online commenters.
However, other businesses have likewise encountered backlash for using the technique in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the ongoing discussion within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
