The global fast-food chain has taken down a Christmas advertisement produced using AI following facing significant online backlash.
The short ad was produced using AI video tools and was first published on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the commercial. Many described it as "creepy" and "awkwardly stitched together".
"This experience serves as an valuable lesson as we examine the effective application of Artificial Intelligence," stated a statement from the company.
The advert was developed for McDonald's by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted various things that often go badly during the Christmas break, under the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature AI-created content have emerged as a growing phenomenon among prominent corporations, particularly for the holiday period.
- Another beverage giant has recently launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips made using current AI video tools are more likely to distort the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked concerns about automation in the advertising industry, with some commenters pointing out it could affect opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the creation took "over a month and a half" and involved producing "numerous versions" which were then crafted during the edit "in the same way we would on any standard production".
"This was not an experiment," she commented. "The result was a film."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from online commenters.
However, various brands have likewise encountered scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The situation illustrates the evolving conversation within the advertising and creative industries about the balance between AI efficiency and audience reception.
