The global fast-food chain has removed a Christmas advert created using Artificial Intelligence after encountering significant criticism on social media.
The brief spot was created with the help of generative AI clips and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Following its publication, commenters criticized the implementation of AI in the commercial. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident is an key learning as we explore the appropriate use of AI," said a spokesperson from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that can go wrong over the festive season, with the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Campaigns that include generative AI have become a growing phenomenon among major corporations, notably for the Christmas period.
- Another beverage giant has also launched consecutive AI-generated holiday ads.
- Technical Challenges: Because clips produced using generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the advertising sector, with some observers stating it might negatively impact opportunities for actors.
Response from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the production process required "seven weeks" and involved creating "countless iterations" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from viewers.
However, other businesses have likewise encountered scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The situation highlights the evolving discussion within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
