McDonald's has taken down a Christmas advert created via Artificial Intelligence after receiving significant criticism on social media.
The brief ad was created using AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media criticized the implementation of AI in the advert. Several called it "uncanny" and "awkwardly stitched together".
"This experience represents an key lesson as we examine the appropriate use of generative technology," stated a representative from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the Christmas break, using the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI-created content have emerged as a increasing phenomenon among large corporations, notably for the holiday season.
- Coca-Cola has also released back-to-back AI-generated Christmas commercials.
- Technical Challenges: Since clips produced with current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the creative sector, with some commenters stating it could affect work for actors.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved creating "thousands of takes" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," she commented. "We consider it a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-created holiday spot from another major brand reportedly achieved a significant "positive sentiment rating" from viewers.
However, other businesses have likewise received scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The situation underscores the evolving conversation within the marketing and production industries about the trade-off between new tools and creative integrity.
