The global fast-food chain has taken down a Christmas advert made using Artificial Intelligence following facing widespread public disapproval.
The brief film was developed with the help of AI-generated video and was originally released online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the employment of AI in the film. A number of called it "creepy" and "awkwardly stitched together".
"This moment represents an important lesson as we explore the proper utilization of AI," said a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that often go badly during the Christmas break, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI tools have emerged as a growing phenomenon among major companies, particularly for the holiday period.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Inherent Limitations: Because videos created with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked concerns about the replacement of human roles in the production sector, with some critics noting it might reduce work for actors.
Response from the Production Company
Following the video's removal, a producer's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from Coca-Cola reportedly garnered a significant "favorable response" from the public.
However, other businesses have also faced criticism for using AI in their campaigns. Italian fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The situation highlights the evolving debate within the advertising and creative industries about the balance between technological innovation and creative integrity.
