The global fast-food chain has pulled a Christmas commercial produced via Artificial Intelligence following encountering widespread online backlash.
The brief ad was produced with the help of AI-generated video and was initially published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the film. Several labeled it "disturbing" and "jarringly assembled".
"This moment serves as an valuable learning as we investigate the appropriate utilization of AI," commented a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that often go badly over the festive season, with the slogan "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that feature AI tools have emerged as a rising phenomenon among large companies, particularly for the Christmas campaign season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As segments produced using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative industry, with some commenters noting it could affect opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the production process required "seven weeks" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This was not an AI trick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "favorable response" from the public.
However, several companies have likewise faced backlash for using the technique in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "lazy" and "disturbing".
The situation highlights the continuing discussion within the marketing and production sectors about the trade-off between technological innovation and audience reception.
