The global fast-food chain has removed a Christmas advert made using AI following receiving significant public disapproval.
The short spot was developed via AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online denounced the employment of AI in the film. A number of called it "creepy" and "jarringly assembled".
"This experience serves as an important lesson as we explore the effective application of generative technology," said a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed various things that can go wrong during the Christmas break, under the theme "the worst time of the year".
The Trend of AI Commercials
Adverts that feature AI-created content have emerged as a rising trend among prominent corporations, particularly for the holiday period.
- Coca-Cola has similarly launched consecutive AI-created holiday commercials.
- Technical Challenges: Since segments made with current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the creative industry, with some observers noting it might affect opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation took "over a month and a half" and involved creating "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an experiment," she said. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis achieved a 61% "positive sentiment rating" from the public.
However, various brands have also received criticism for employing the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the ongoing discussion within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
