The global fast-food chain has removed a Christmas commercial made using AI following encountering significant public disapproval.
The brief spot was created via AI-generated video and was first released publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online denounced the use of AI in the film. Many called it "creepy" and "jarringly assembled".
"This incident is an key lesson as we explore the proper application of generative technology," said a statement from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong over the holidays, under the theme "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that include AI tools have become a rising phenomenon among large companies, notably for the Christmas season.
- Another beverage giant has also released back-to-back AI-generated holiday commercials.
- Technical Challenges: As segments made using current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about automation in the production sector, with some commenters stating it could negatively impact opportunities for production staff.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the creation took "seven weeks" and involved producing "countless iterations" which were then edited afterward "in the same way we would on any standard production".
"This wasn't just an experiment," she commented. "The result was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "favorable response" from online commenters.
However, various brands have likewise faced criticism for employing the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some described as "lazy" and "disturbing".
The incident highlights the evolving discussion within the advertising and production industries about the balance between new tools and creative integrity.
