The global fast-food chain has taken down a Christmas advertisement made using AI after facing considerable online backlash.
The short spot was developed via AI video tools and was originally uploaded publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Soon after it aired, viewers on social media criticized the implementation of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This incident is an important lesson as we examine the proper utilization of Artificial Intelligence," stated a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that often go badly during the holidays, under the slogan "the worst time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate generative AI have emerged as a growing trend among major companies, particularly for the holiday period.
- Another beverage giant has also released back-to-back AI-generated holiday ads.
- Inherent Limitations: Because clips produced with generative AI are prone to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some observers pointing out it could reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was predominantly panned, the reception for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a significant "favorable response" from the public.
However, various brands have likewise faced backlash for employing AI in their campaigns. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The episode illustrates the evolving conversation within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
