The global fast-food chain has removed a holiday advert created with Artificial Intelligence after encountering widespread public disapproval.
The brief spot was created with the help of AI video tools and was initially published publicly for McDonald's Netherlands back on 6 December.
Audience Response and Removal
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This moment represents an key learning as we investigate the proper utilization of generative technology," commented a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of things that can go wrong over the holidays, under the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that incorporate AI tools have emerged as a increasing phenomenon among major companies, particularly for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since segments made using current AI video tools are prone to distort the longer they run, most such clips tend to be roughly short in length.
- Industry Concerns: The video also provoked worries about automation in the creative sector, with some observers stating it might negatively impact opportunities for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the sentiment for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, other businesses have also received backlash for employing the technique in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation highlights the continuing conversation within the marketing and creative industries about the balance between new tools and audience reception.
