McDonald's has removed a Christmas advert created with Artificial Intelligence after facing considerable online backlash.
The short spot was developed using generative AI clips and was initially published publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Removal
Shortly after its release, viewers on social media denounced the use of AI in the film. A number of described it as "uncanny" and "poorly edited".
"This incident is an important learning as we explore the proper use of AI," commented a representative from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed various things that might go awry over the holidays, with the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have emerged as a rising phenomenon among major companies, particularly for the Christmas campaign season.
- Coca-Cola has recently released consecutive AI-created Christmas commercials.
- Inherent Limitations: Because segments produced with generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The video also provoked fears about job displacement in the advertising industry, with some critics noting it might affect work for actors.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "over a month and a half" and involved producing "numerous versions" which were then crafted afterward "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly criticized, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise encountered backlash for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The incident illustrates the ongoing discussion within the marketing and production industries about the trade-off between AI efficiency and creative integrity.
