The global fast-food chain has taken down a Christmas advertisement created via generative AI following receiving significant online backlash.
The 45-second ad was developed via AI video tools and was initially published publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Following its publication, commenters lambasted the implementation of AI in the advert. A number of labeled it "disturbing" and "awkwardly stitched together".
"This moment is an important lesson as we investigate the appropriate application of generative technology," stated a spokesperson from the company.
The advert was created for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that might go awry over the festive season, with the slogan "the most terrible time of the year".
The Trend of AI Commercials
Commercials that incorporate AI tools have become a growing phenomenon among prominent companies, notably for the holiday season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Inherent Limitations: As clips made with current AI video tools are prone to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also provoked fears about automation in the production sector, with some critics pointing out it could affect opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
According to her, the development took "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the reception for other AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "favorable response" from the public.
However, other businesses have likewise received criticism for employing the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode illustrates the ongoing conversation within the marketing and production sectors about the balance between new tools and creative integrity.
