The global fast-food chain has pulled a Christmas advertisement produced using Artificial Intelligence after facing significant public disapproval.
The brief ad was produced via generative AI clips and was first released publicly for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Soon after it aired, commenters lambasted the employment of AI in the film. Several labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an important learning as we explore the effective application of generative technology," stated a statement from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various scenarios that often go badly over the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing phenomenon among prominent brands, notably for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips produced using current AI video tools are prone to degrade the more extended they are, the majority of such clips tend to be roughly short in length.
- Industry Concerns: The ad also raised fears about the replacement of human roles in the advertising sector, with some commenters pointing out it might negatively impact work for actors.
Defense from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the project.
Bridge claimed, the development required "over a month and a half" and involved generating "countless iterations" which were then shaped afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also faced backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "cheap" and "uncanny".
The episode highlights the evolving discussion within the marketing and creative sectors about the balance between new tools and human craftsmanship.
