The global fast-food chain has taken down a Christmas commercial created via AI following facing considerable criticism on social media.
The short spot was created using AI video tools and was originally published on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online lambasted the employment of AI in the film. Many called it "creepy" and "poorly edited".
"This experience is an key learning as we examine the appropriate use of generative technology," stated a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of scenarios that can go wrong over the festive season, using the theme "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that feature AI-created content have become a growing trend among prominent corporations, notably for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas ads.
- Technical Challenges: Because videos made using generative AI are susceptible to degrade the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The ad also raised concerns about automation in the creative industry, with some observers pointing out it could affect work for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an experiment," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the response for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a 61% "favorable response" from online commenters.
However, various brands have likewise encountered scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics called "lazy" and "uncanny".
The situation illustrates the continuing debate within the marketing and creative industries about the trade-off between new tools and audience reception.
