The global fast-food chain has removed a Christmas advert created with Artificial Intelligence after encountering considerable criticism on social media.
The 45-second ad was developed using generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. A number of called it "disturbing" and "poorly edited".
"This incident serves as an important learning as we explore the appropriate application of generative technology," stated a representative from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature generative AI have emerged as a growing trend among large corporations, particularly for the Christmas period.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: Since videos created with generative AI are more likely to become unstable the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised fears about automation in the advertising sector, with some observers pointing out it could reduce work for production staff.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved producing "numerous versions" which were then shaped during the edit "in the same way we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly received a significant "favorable response" from online commenters.
However, other businesses have likewise received backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the evolving discussion within the marketing and production sectors about the trade-off between technological innovation and creative integrity.