The global fast-food chain has pulled a Christmas advert produced via AI after receiving considerable public disapproval.
The brief ad was produced using generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. Several labeled it "disturbing" and "jarringly assembled".
"This moment represents an valuable learning as we investigate the appropriate utilization of Artificial Intelligence," said a representative from the company.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed a series of things that can go wrong during the holidays, with the slogan "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that feature AI tools have become a rising trend among major companies, notably for the Christmas season.
- Another beverage giant has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Because segments produced using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising sector, with some observers noting it could negatively impact work for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely criticized, the sentiment for other AI-assisted campaigns has been varied.
For instance, a recent AI-created holiday spot from another major brand reportedly garnered a 61% "positive feedback" from online commenters.
However, various brands have likewise faced backlash for using the technique in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The incident highlights the continuing conversation within the marketing and creative sectors about the trade-off between AI efficiency and audience reception.
