The global fast-food chain has removed a Christmas advertisement created via Artificial Intelligence after receiving significant online backlash.
The short film was produced with the help of generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Soon after it aired, audiences online criticized the use of AI in the film. Several described it as "disturbing" and "poorly edited".
"This incident represents an key lesson as we explore the proper use of Artificial Intelligence," commented a spokesperson from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that might go awry over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a growing trend among prominent brands, especially for the holiday period.
- Another beverage giant has similarly launched consecutive AI-generated holiday commercials.
- Inherent Limitations: As videos created using current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also raised fears about automation in the production sector, with some commenters stating it might affect opportunities for actors.
Defense from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
According to her, the development took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis garnered a significant "favorable response" from viewers.
However, several companies have also faced backlash for using AI in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The situation highlights the continuing conversation within the marketing and production industries about the trade-off between AI efficiency and human craftsmanship.
