The global fast-food chain has removed a Christmas advertisement made using AI after receiving significant criticism on social media.
The brief ad was produced using generative AI clips and was initially released online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online lambasted the use of AI in the film. A number of labeled it "disturbing" and "poorly edited".
"This incident serves as an important learning as we examine the proper utilization of AI," commented a spokesperson from the company.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that might go awry over the Christmas break, under the tagline "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among prominent companies, especially for the holiday period.
- Another beverage giant has recently released back-to-back AI-created Christmas ads.
- Inherent Limitations: Because videos made using generative AI are susceptible to degrade the more extended they are, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The video also raised worries about job displacement in the creative sector, with some commenters noting it might negatively impact work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
Bridge claimed, the creation took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "just as we would on any traditional production".
"This wasn't an AI gimmick," she said. "We consider it a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly achieved a significant "favorable response" from online commenters.
However, several companies have likewise faced criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The situation underscores the evolving debate within the marketing and creative sectors about the balance between technological innovation and creative integrity.
