McDonald's has removed a Christmas advert created via Artificial Intelligence following encountering significant public disapproval.
The short ad was produced with the help of AI-generated video and was originally released online for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This incident is an important lesson as we explore the appropriate utilization of AI," said a representative from the company.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that can go wrong during the festive season, with the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Commercials that feature AI-created content have become a rising phenomenon among prominent companies, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-generated Christmas ads.
- Inherent Limitations: As segments created with current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the creative sector, with some commenters noting it could reduce work for camera crews.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "just as we would on any high-craft production".
"This wasn't an AI trick," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a 61% "favorable response" from the public.
However, various brands have also faced scrutiny for employing AI in marketing. Italian brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The episode illustrates the continuing conversation within the advertising and production industries about the trade-off between technological innovation and audience reception.
