The global fast-food chain has pulled a Christmas advertisement made using AI after encountering significant criticism on social media.
The short ad was developed with the help of generative AI clips and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Following its publication, commenters criticized the implementation of AI in the advert. Many described it as "disturbing" and "awkwardly stitched together".
"This moment represents an valuable learning as we investigate the effective application of Artificial Intelligence," said a statement from the company.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that might go awry over the holidays, using the slogan "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that feature AI tools have become a rising trend among major corporations, especially for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since segments made using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the advertising sector, with some critics pointing out it could affect opportunities for production staff.
Response from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved producing "countless iterations" which were then crafted during the edit "just as we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced criticism for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The incident underscores the evolving discussion within the advertising and production sectors about the balance between AI efficiency and human craftsmanship.
