The global fast-food chain has pulled a Christmas advertisement produced via AI following encountering widespread criticism on social media.
The short film was produced via AI video tools and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the film. Many described it as "creepy" and "jarringly assembled".
"This incident is an valuable lesson as we examine the proper utilization of AI," commented a statement from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have become a increasing phenomenon among prominent companies, particularly for the Christmas season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because videos produced using current AI video tools are prone to become unstable the more extended they are, the majority of such clips tend to be only short in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the production industry, with some critics stating it might affect opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the development required "seven weeks" and involved producing "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "It was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a significant "positive feedback" from online commenters.
However, various brands have also encountered criticism for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation illustrates the evolving discussion within the advertising and production sectors about the trade-off between new tools and human craftsmanship.
