The global fast-food chain has taken down a holiday advert created via Artificial Intelligence after receiving significant criticism on social media.
The short ad was produced via AI video tools and was originally released publicly for McDonald's Netherlands on 6 December.
Viewer Response and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of labeled it "creepy" and "awkwardly stitched together".
"This incident represents an key lesson as we explore the effective application of generative technology," commented a spokesperson from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed a series of scenarios that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Commercials that include generative AI have become a growing trend among large companies, especially for the holiday season.
- Another beverage giant has also launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because clips made with generative AI are prone to become unstable the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked worries about job displacement in the advertising sector, with some commenters pointing out it could affect work for actors.
Defense from the Production Company
Following the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
Bridge claimed, the creation required "over a month and a half" and involved producing "countless iterations" which were then shaped afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Divisive Public Reception
While the McDonald's commercial was predominantly criticized, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand according to analysis received a 61% "positive feedback" from online commenters.
However, several companies have likewise faced criticism for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "lazy" and "disturbing".
The episode underscores the continuing debate within the marketing and creative industries about the balance between new tools and audience reception.
