The global fast-food chain has removed a Christmas commercial produced using generative AI after receiving significant criticism on social media.
The short ad was produced using AI-generated video and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment represents an valuable lesson as we investigate the appropriate use of Artificial Intelligence," commented a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that can go wrong over the Christmas break, with the slogan "the most terrible time of the year".
The Movement of AI Commercials
Adverts that incorporate generative AI have become a rising trend among prominent companies, especially for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Technical Challenges: Because segments made with current AI video tools are susceptible to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked concerns about job displacement in the production industry, with some critics stating it could negatively impact opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the creation took "over a month and a half" and involved producing "countless iterations" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the McDonald's commercial was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis achieved a 61% "positive feedback" from the public.
However, several companies have also encountered criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The episode illustrates the continuing discussion within the marketing and production sectors about the trade-off between AI efficiency and audience reception.
