The global fast-food chain has removed a Christmas commercial produced using Artificial Intelligence following encountering significant online backlash.
The short film was created with the help of AI-generated video and was initially published publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. A number of called it "disturbing" and "jarringly assembled".
"This experience represents an key learning as we explore the proper utilization of AI," said a statement from McDonald's Netherlands.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that can go wrong during the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI Commercials
Commercials that incorporate generative AI have become a increasing phenomenon among large brands, notably for the holiday period.
- Coca-Cola has similarly released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Since clips made with generative AI are more likely to distort the longer they run, most AI video outputs tend to be only short in length.
- Broader Implications: The ad also provoked worries about automation in the creative sector, with some commenters noting it might reduce opportunities for production staff.
Response from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
She stated, the creation required "over a month and a half" and involved generating "thousands of takes" which were then shaped in post-production "just as we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the sentiment for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-created holiday ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, other businesses have likewise encountered scrutiny for using AI in marketing. Italian brand Valentino, for example, was criticized for advertisements that critics described as "cheap" and "uncanny".
The situation underscores the continuing conversation within the advertising and creative sectors about the balance between technological innovation and creative integrity.
