The Fast-Food Giant Removes AI-Created Christmas Ad Following Public Outcry.
McDonald's has taken down a holiday advert created with Artificial Intelligence after receiving significant criticism on social media.
The short ad was produced using generative AI clips and was first uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, audiences online lambasted the implementation of AI in the advert. Many called it "creepy" and "jarringly assembled".
"This moment represents an valuable lesson as we explore the effective application of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that might go awry over the holidays, with the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Commercials that incorporate AI-created content have emerged as a rising trend among major corporations, especially for the holiday season.
- Another beverage giant has also launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos made with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be about a few seconds in length.
- Broader Implications: The ad also sparked concerns about job displacement in the production sector, with some commenters noting it could reduce opportunities for camera crews.
Response from the Production Company
After the video's removal, a producer's head, Melanie Bridge, stood by the project.
She stated, the development required "over a month and a half" and involved generating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI trick," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's ad was mostly panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created holiday ad from another major brand reportedly received a significant "positive feedback" from the public.
However, several companies have also received scrutiny for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The situation highlights the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
