The global fast-food chain has pulled a Christmas advertisement created via AI following encountering significant online backlash.
The short film was produced with the help of AI-generated video and was initially released online for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, commenters lambasted the use of AI in the film. Several called it "disturbing" and "jarringly assembled".
"This moment serves as an key lesson as we examine the effective application of generative technology," said a spokesperson from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted a series of situations that often go badly during the festive season, using the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI-created content have become a increasing phenomenon among major companies, especially for the holiday campaign season.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Technical Challenges: Since clips made using current AI video tools are more likely to degrade the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also sparked worries about job displacement in the creative sector, with some commenters stating it could affect opportunities for production staff.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," Bridge asserted. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from online commenters.
However, other businesses have also faced criticism for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "uncanny".
The incident underscores the evolving conversation within the advertising and production sectors about the trade-off between technological innovation and audience reception.
