The global fast-food chain has pulled a Christmas advert made using Artificial Intelligence following receiving widespread online backlash.
The 45-second spot was developed using AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This moment serves as an important learning as we investigate the proper use of Artificial Intelligence," stated a representative from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various things that can go wrong during the holidays, under the tagline "the most terrible time of the year".
The Trend of AI Commercials
Commercials that feature AI tools have emerged as a rising trend among major corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched consecutive AI-generated holiday ads.
- Technical Challenges: Because clips created using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative industry, with some observers pointing out it could affect opportunities for production staff.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the creation required "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any standard production".
"This was not an AI trick," she said. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a significant "positive feedback" from viewers.
However, several companies have likewise faced backlash for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "disturbing".
The episode illustrates the ongoing conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
