The global fast-food chain has pulled a Christmas commercial created with generative AI following facing widespread criticism on social media.
The short ad was produced with the help of generative AI clips and was initially released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Several described it as "uncanny" and "awkwardly stitched together".
"This experience is an valuable learning as we examine the proper application of Artificial Intelligence," commented a representative from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that can go wrong over the Christmas break, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that incorporate AI-created content have become a increasing phenomenon among prominent companies, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created holiday ads.
- Technical Challenges: Because segments produced using generative AI are susceptible to distort the more extended they are, most AI video outputs tend to be about short in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising sector, with some critics noting it could reduce work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, various brands have likewise faced scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the balance between new tools and audience reception.
