McDonald's has removed a Christmas advertisement produced using Artificial Intelligence following receiving considerable public disapproval.
The 45-second film was produced via generative AI clips and was first released publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Shortly after its release, audiences online criticized the implementation of AI in the advert. Many described it as "creepy" and "awkwardly stitched together".
"This moment serves as an important learning as we examine the appropriate utilization of generative technology," stated a statement from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various scenarios that often go badly during the Christmas break, using the theme "the most terrible time of the year".
A Growing Movement of AI-Generated Ads
Commercials that feature generative AI have become a increasing phenomenon among large companies, notably for the holiday campaign season.
- Coca-Cola has recently released back-to-back AI-created holiday commercials.
- Inherent Limitations: As videos produced using current AI video tools are prone to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked fears about automation in the advertising industry, with some commenters noting it might affect work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process required "seven weeks" and involved generating "numerous versions" which were then crafted in post-production "in the same way we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the Dutch McDonald's commercial was largely criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis achieved a 61% "positive sentiment rating" from the public.
However, several companies have also received scrutiny for using AI in marketing. Italian brand Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The incident highlights the evolving conversation within the advertising and production industries about the balance between technological innovation and audience reception.
