The global fast-food chain has removed a Christmas advertisement produced using generative AI following receiving considerable online backlash.
The short ad was created via AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Removal
Shortly after its release, audiences online denounced the use of AI in the advert. A number of called it "uncanny" and "awkwardly stitched together".
"This moment serves as an important learning as we explore the proper use of Artificial Intelligence," commented a representative from the company.
The commercial was created for McDonald's by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that often go badly during the holidays, under the theme "the most terrible time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature generative AI have emerged as a growing phenomenon among major brands, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-created Christmas ads.
- Inherent Limitations: Because segments made with generative AI are more likely to distort the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also raised fears about the replacement of human roles in the advertising sector, with some commenters pointing out it could negatively impact work for production staff.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the advert.
She stated, the production process required "over a month and a half" and involved generating "numerous versions" which were then crafted afterward "in the same way we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "It was a film."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand reportedly received a 61% "positive sentiment rating" from viewers.
However, various brands have likewise encountered scrutiny for using the technique in advertising. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "uncanny".
The situation illustrates the evolving debate within the marketing and production sectors about the trade-off between AI efficiency and audience reception.
