The global fast-food chain has pulled a Christmas advert created with AI after facing widespread public disapproval.
The 45-second ad was created with the help of AI video tools and was originally published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, commenters denounced the use of AI in the advert. Many labeled it "creepy" and "awkwardly stitched together".
"This experience represents an key learning as we explore the proper utilization of generative technology," said a representative from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that might go awry over the Christmas break, under the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Commercials that feature generative AI have become a increasing trend among large companies, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Technical Challenges: As clips created using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising industry, with some critics pointing out it might affect work for actors.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any high-craft production".
"This was not an AI trick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely criticized, the response for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a significant "positive feedback" from the public.
However, other businesses have also received criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The incident underscores the continuing conversation within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
