The global fast-food chain has removed a Christmas advertisement produced with Artificial Intelligence following encountering significant online backlash.
The brief film was created with the help of generative AI clips and was originally released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Following its publication, viewers on social media denounced the use of AI in the film. A number of labeled it "creepy" and "jarringly assembled".
"This experience represents an important learning as we investigate the proper application of generative technology," said a representative from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that often go badly over the festive season, using the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that feature generative AI have emerged as a rising phenomenon among major brands, particularly for the holiday season.
- Coca-Cola has recently launched back-to-back AI-generated Christmas ads.
- Technical Challenges: Since videos produced with generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked fears about job displacement in the creative sector, with some observers noting it might reduce opportunities for actors.
Response from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "The result was a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, several companies have also received scrutiny for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The incident highlights the evolving debate within the marketing and creative sectors about the balance between new tools and creative integrity.
