The global fast-food chain has pulled a holiday commercial created using Artificial Intelligence following facing considerable online backlash.
The short spot was produced via AI video tools and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Removal
Following its publication, viewers on social media lambasted the implementation of AI in the film. Several called it "disturbing" and "awkwardly stitched together".
"This experience represents an valuable lesson as we explore the appropriate use of Artificial Intelligence," stated a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various things that might go awry over the festive season, with the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that include AI tools have emerged as a rising trend among large corporations, especially for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: As segments created with current AI video tools are more likely to degrade the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production industry, with some commenters pointing out it might reduce work for actors.
Response from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
She stated, the production process took "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the response for other AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from Coca-Cola according to analysis received a 61% "positive sentiment rating" from viewers.
However, various brands have also faced criticism for employing the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the advertising and creative sectors about the trade-off between AI efficiency and human craftsmanship.
