The global fast-food chain has removed a Christmas advertisement made with generative AI following receiving widespread public disapproval.
The 45-second spot was developed via AI video tools and was first uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media lambasted the employment of AI in the commercial. Several described it as "disturbing" and "poorly edited".
"This incident represents an valuable learning as we investigate the effective application of generative technology," said a statement from the company.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong over the Christmas break, under the tagline "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Adverts that feature generative AI have become a growing phenomenon among prominent brands, especially for the Christmas period.
- Another beverage giant has also launched consecutive AI-created holiday commercials.
- Technical Challenges: As segments produced using current AI video tools are more likely to distort the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production industry, with some commenters stating it might negatively impact work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved generating "countless iterations" which were then crafted afterward "in the same way we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "We consider it a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly criticized, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also faced criticism for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The situation illustrates the continuing conversation within the advertising and production sectors about the trade-off between new tools and audience reception.
