The global fast-food chain has pulled a holiday advertisement created with Artificial Intelligence after facing widespread criticism on social media.
The brief ad was developed via generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Removal
Following its publication, audiences online lambasted the implementation of AI in the commercial. Many called it "uncanny" and "poorly edited".
"This moment is an key lesson as we explore the appropriate use of Artificial Intelligence," said a statement from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that might go awry during the Christmas break, using the tagline "not the most wonderful time of the year".
The Trend of AI-Generated Ads
Adverts that feature AI tools have become a growing phenomenon among major corporations, particularly for the Christmas period.
- Coca-Cola has similarly released consecutive AI-created holiday commercials.
- Technical Challenges: Because clips created with current AI video tools are prone to become unstable the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about job displacement in the production industry, with some commenters pointing out it might reduce opportunities for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "just as we would on any standard production".
"This wasn't an experiment," Bridge asserted. "The result was a film."
Mixed Audience Sentiment
While the McDonald's ad was predominantly criticized, the sentiment for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics described as "lazy" and "uncanny".
The episode underscores the ongoing debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
