The global fast-food chain has pulled a Christmas advert made with AI following receiving significant public disapproval.
The short film was developed with the help of AI-generated video and was originally released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Reaction and Removal
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. A number of called it "creepy" and "jarringly assembled".
"This incident represents an important lesson as we explore the effective use of AI," commented a statement from the company.
The commercial was created for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that might go awry during the holidays, using the theme "the worst time of the year".
The Phenomenon of AI Commercials
Commercials that include AI tools have emerged as a rising trend among prominent brands, especially for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: Since segments made with generative AI are prone to become unstable the more extended they are, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also provoked worries about job displacement in the advertising sector, with some commenters stating it could negatively impact opportunities for camera crews.
Response from the Production Company
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-generated holiday ads has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, several companies have likewise encountered scrutiny for employing AI in marketing. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The situation illustrates the ongoing discussion within the marketing and production sectors about the trade-off between technological innovation and audience reception.
