McDonald's has removed a Christmas advert made using AI following receiving significant online backlash.
The brief ad was developed using AI video tools and was first published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Shortly after its release, viewers on social media lambasted the use of AI in the film. Many described it as "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the proper use of AI," said a spokesperson from the company.
The advert was created for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that might go awry over the festive season, under the slogan "the worst time of the year".
The Trend of AI in Advertising
Campaigns that incorporate AI-created content have emerged as a growing phenomenon among large brands, particularly for the Christmas period.
- Coca-Cola has also released consecutive AI-generated holiday commercials.
- Inherent Limitations: Because segments created using current AI video tools are more likely to become unstable the more extended they are, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the advertising sector, with some critics noting it might negatively impact opportunities for production staff.
Response from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the development required "seven weeks" and involved generating "countless iterations" which were then edited afterward "just as we would on any traditional production".
"This wasn't an experiment," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a 61% "positive sentiment rating" from online commenters.
However, several companies have also faced backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The episode highlights the ongoing debate within the advertising and creative industries about the balance between new tools and audience reception.
