McDonald's has removed a Christmas advert produced via Artificial Intelligence after encountering considerable online backlash.
The 45-second spot was created using AI video tools and was initially published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online lambasted the use of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This incident represents an key learning as we investigate the proper utilization of AI," stated a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various things that might go awry over the Christmas break, using the slogan "the worst time of the year".
The Trend of AI-Generated Ads
Adverts that include AI-created content have emerged as a increasing phenomenon among large corporations, particularly for the holiday period.
- Coca-Cola has recently launched consecutive AI-created holiday ads.
- Technical Challenges: Because videos created with current AI video tools are more likely to degrade the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The video also provoked concerns about automation in the advertising industry, with some critics noting it might negatively impact work for production staff.
Defense from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "numerous versions" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for some AI-generated campaigns has been varied.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly achieved a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode underscores the evolving discussion within the marketing and creative industries about the trade-off between AI efficiency and audience reception.
