The global fast-food chain has removed a Christmas advert created via generative AI after encountering considerable criticism on social media.
The 45-second film was created using generative AI clips and was initially uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Social Media Response and Removal
Soon after it aired, audiences online denounced the implementation of AI in the commercial. Several called it "uncanny" and "awkwardly stitched together".
"This moment serves as an important learning as we investigate the proper utilization of Artificial Intelligence," commented a representative from the company.
The advert was produced for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry during the festive season, under the tagline "not the most wonderful time of the year".
The Trend of AI in Advertising
Campaigns that include AI tools have emerged as a rising phenomenon among large corporations, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since segments created with generative AI are prone to distort the more extended they are, most such clips tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about job displacement in the creative sector, with some commenters noting it could reduce opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the production process took "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "It was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola reportedly received a 61% "favorable response" from viewers.
However, various brands have also encountered backlash for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the marketing and production sectors about the balance between technological innovation and creative integrity.
