The global fast-food chain has pulled a Christmas commercial produced with generative AI following encountering widespread criticism on social media.
The 45-second spot was created with the help of AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media criticized the implementation of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment serves as an key learning as we explore the proper application of AI," said a spokesperson from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry during the festive season, with the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI tools have emerged as a increasing phenomenon among major corporations, particularly for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-generated Christmas ads.
- Inherent Limitations: As videos created with current AI video tools are prone to degrade the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The video also provoked concerns about automation in the production sector, with some commenters stating it might reduce opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved producing "countless iterations" which were then crafted during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive feedback" from the public.
However, other businesses have also faced criticism for employing the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The episode underscores the continuing conversation within the marketing and production sectors about the balance between technological innovation and creative integrity.
