The global fast-food chain has taken down a holiday advert made with AI following encountering widespread criticism on social media.
The 45-second film was created with the help of AI-generated video and was initially released publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Removal
Shortly after its release, audiences online criticized the employment of AI in the film. Many called it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the effective use of generative technology," commented a representative from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that can go wrong during the Christmas break, under the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Campaigns that feature AI-created content have emerged as a growing phenomenon among major brands, notably for the Christmas campaign season.
- Another beverage giant has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: Because segments produced with current AI video tools are prone to distort the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The ad also sparked worries about job displacement in the advertising industry, with some commenters pointing out it could reduce opportunities for actors.
Defense from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
According to her, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," Bridge asserted. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly received a 61% "favorable response" from online commenters.
However, other businesses have likewise received scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The episode highlights the evolving debate within the marketing and production industries about the trade-off between AI efficiency and audience reception.
