The global fast-food chain has removed a Christmas commercial made via generative AI after facing widespread online backlash.
The brief ad was developed via generative AI clips and was first published online for McDonald's Netherlands back on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, viewers on social media denounced the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment serves as an valuable lesson as we examine the effective utilization of AI," stated a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that can go wrong during the festive season, with the slogan "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Adverts that include AI tools have become a growing trend among prominent corporations, particularly for the holiday period.
- Another beverage giant has recently released consecutive AI-created holiday commercials.
- Inherent Limitations: Because videos made with current AI video tools are susceptible to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising sector, with some critics noting it could reduce work for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
She stated, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "in the same way we would on any standard production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the response for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from viewers.
However, various brands have also encountered scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The episode underscores the ongoing conversation within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
