The global fast-food chain has pulled a Christmas advert made with Artificial Intelligence following encountering significant criticism on social media.
The brief film was developed using generative AI clips and was first published publicly for the Dutch branch of McDonald's back on 6 December.
Audience Reaction and Removal
Following its publication, commenters lambasted the use of AI in the commercial. A number of called it "uncanny" and "awkwardly stitched together".
"This incident represents an valuable lesson as we explore the proper application of generative technology," commented a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that can go wrong during the holidays, under the slogan "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that feature generative AI have become a growing trend among large brands, notably for the holiday season.
- Another beverage giant has also released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos produced using current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also raised worries about automation in the advertising industry, with some observers noting it could negatively impact work for camera crews.
Defense from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This was not an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "favorable response" from online commenters.
However, several companies have likewise encountered backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "uncanny".
The episode illustrates the continuing discussion within the marketing and creative industries about the balance between AI efficiency and audience reception.
