The global fast-food chain has pulled a Christmas commercial produced using AI after encountering significant public disapproval.
The 45-second ad was developed via AI video tools and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Following its publication, audiences online lambasted the implementation of AI in the commercial. Several described it as "uncanny" and "jarringly assembled".
"This incident serves as an key learning as we examine the effective utilization of AI," said a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly over the Christmas break, with the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that include AI tools have become a increasing phenomenon among large corporations, notably for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: As clips produced with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also provoked concerns about job displacement in the creative industry, with some commenters noting it might negatively impact work for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "The result was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a significant "favorable response" from viewers.
However, other businesses have likewise received criticism for using the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The situation highlights the ongoing discussion within the advertising and creative industries about the balance between AI efficiency and creative integrity.
