The global fast-food chain has taken down a Christmas advert created using Artificial Intelligence following receiving considerable public disapproval.
The short ad was created using AI-generated video and was first released publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, commenters criticized the implementation of AI in the advert. A number of labeled it "disturbing" and "jarringly assembled".
"This experience represents an key learning as we explore the appropriate use of AI," said a representative from the company.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed a series of things that can go wrong during the Christmas break, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that include AI tools have become a growing trend among major corporations, notably for the Christmas period.
- Coca-Cola has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: Because clips created using generative AI are susceptible to degrade the longer they run, most such clips tend to be only a few seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the creative sector, with some observers noting it could negatively impact opportunities for actors.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the production process took "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's ad was largely criticized, the response for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "positive feedback" from online commenters.
However, various brands have also faced criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics called "lazy" and "disturbing".
The incident underscores the evolving discussion within the advertising and creative industries about the trade-off between technological innovation and human craftsmanship.
