The global fast-food chain has removed a holiday advert produced using Artificial Intelligence after encountering considerable public disapproval.
The brief spot was created using AI video tools and was initially released online for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, audiences online criticized the use of AI in the film. Many labeled it "creepy" and "poorly edited".
"This moment serves as an important lesson as we investigate the effective use of AI," stated a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It showed a series of things that often go badly over the festive season, with the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI tools have emerged as a growing phenomenon among prominent companies, particularly for the holiday season.
- Another beverage giant has recently launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos created with generative AI are susceptible to degrade the more extended they are, most such clips tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised fears about automation in the creative industry, with some commenters noting it might negatively impact work for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an AI trick," Bridge asserted. "It was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the reception for other AI-assisted campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from viewers.
However, several companies have also received scrutiny for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The episode highlights the continuing discussion within the marketing and creative industries about the trade-off between technological innovation and human craftsmanship.
