The global fast-food chain has pulled a holiday advert created with Artificial Intelligence after receiving significant public disapproval.
The 45-second spot was created using AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. A number of described it as "uncanny" and "jarringly assembled".
"This moment represents an important learning as we investigate the proper utilization of Artificial Intelligence," said a spokesperson from the company.
The advert was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed a series of scenarios that might go awry over the Christmas break, with the tagline "not the most wonderful time of the year".
The Phenomenon of AI Commercials
Adverts that include AI-created content have emerged as a growing phenomenon among large corporations, notably for the holiday campaign season.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Inherent Limitations: As clips made with current AI video tools are prone to become unstable the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about job displacement in the advertising industry, with some critics noting it could reduce opportunities for actors.
Response from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the development required "seven weeks" and involved creating "thousands of takes" which were then edited afterward "in the same way we would on any standard production".
"This was not an experiment," Bridge asserted. "It was a film."
Divisive Audience Sentiment
While the McDonald's commercial was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, several companies have also faced scrutiny for employing AI in their campaigns. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The incident underscores the continuing conversation within the marketing and creative sectors about the trade-off between AI efficiency and creative integrity.
