The global fast-food chain has taken down a holiday advert produced via Artificial Intelligence following receiving widespread online backlash.
The short ad was created using AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the advert. A number of described it as "disturbing" and "poorly edited".
"This incident is an important learning as we examine the effective utilization of AI," commented a spokesperson from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of situations that can go wrong during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Adverts that include generative AI have emerged as a growing phenomenon among major companies, particularly for the holiday period.
- Coca-Cola has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since clips created with current AI video tools are more likely to distort the longer they run, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked worries about automation in the creative industry, with some critics stating it could affect opportunities for actors.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the creation took "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from another major brand reportedly received a 61% "favorable response" from viewers.
However, other businesses have also encountered criticism for employing the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for ads that some described as "low-effort" and "uncanny".
The episode underscores the ongoing discussion within the marketing and creative sectors about the balance between technological innovation and human craftsmanship.
