The Fast-Food Giant Pulls Artificial Intelligence Festive Advertisement In the Wake of Online Criticism.
The global fast-food chain has taken down a Christmas commercial created via Artificial Intelligence after receiving widespread criticism on social media.
The 45-second film was developed using generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Soon after it aired, audiences online denounced the use of AI in the commercial. Several called it "creepy" and "awkwardly stitched together".
"This moment represents an important lesson as we investigate the proper use of generative technology," said a representative from the company.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various things that might go awry over the holidays, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI-created content have become a rising phenomenon among large corporations, especially for the Christmas season.
- Another beverage giant has also launched back-to-back AI-created holiday ads.
- Technical Challenges: As segments made with current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the advertising sector, with some critics stating it might reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's chief executive, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "numerous versions" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a film."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the response for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, several companies have also faced criticism for using the technique in marketing. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident underscores the ongoing discussion within the marketing and production industries about the trade-off between new tools and human craftsmanship.
