The global fast-food chain has pulled a Christmas commercial made with Artificial Intelligence after receiving widespread online backlash.
The 45-second spot was developed using AI-generated video and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Social Media Response and Removal
Soon after it aired, commenters criticized the use of AI in the commercial. Several labeled it "disturbing" and "poorly edited".
"This experience represents an valuable lesson as we explore the effective utilization of generative technology," stated a spokesperson from McDonald's Netherlands.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that can go wrong during the Christmas break, using the slogan "the most terrible time of the year".
The Movement of AI-Generated Ads
Adverts that include generative AI have emerged as a increasing phenomenon among large brands, notably for the Christmas period.
- Another beverage giant has similarly launched back-to-back AI-created holiday commercials.
- Inherent Limitations: Since clips made using generative AI are more likely to distort the longer they run, the majority of such clips tend to be only a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the advertising industry, with some critics pointing out it might reduce work for production staff.
Defense from the Creators
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any standard production".
"This wasn't just an AI gimmick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's ad was mostly criticized, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from another major brand according to analysis achieved a 61% "favorable response" from online commenters.
However, several companies have likewise faced backlash for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the evolving discussion within the advertising and creative sectors about the balance between AI efficiency and audience reception.
