The global fast-food chain has removed a holiday advert produced with AI after receiving significant criticism on social media.
The short film was created with the help of AI video tools and was originally released online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the film. A number of called it "disturbing" and "poorly edited".
"This incident represents an valuable learning as we investigate the proper application of Artificial Intelligence," stated a statement from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of things that often go badly during the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Movement of AI Commercials
Commercials that incorporate AI-created content have emerged as a rising trend among prominent brands, especially for the Christmas campaign season.
- Another beverage giant has recently released consecutive AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked concerns about job displacement in the creative sector, with some critics stating it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the creation took "over a month and a half" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she commented. "It was a film."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis achieved a 61% "favorable response" from viewers.
However, other businesses have also faced scrutiny for employing AI in advertising. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "disturbing".
The incident underscores the ongoing discussion within the marketing and creative industries about the balance between technological innovation and human craftsmanship.
