The global fast-food chain has removed a Christmas commercial created using generative AI after facing widespread online backlash.
The 45-second spot was created using AI video tools and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Soon after it aired, audiences online denounced the implementation of AI in the commercial. Many described it as "uncanny" and "jarringly assembled".
"This experience represents an key learning as we explore the proper application of AI," said a statement from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that might go awry over the festive season, with the theme "not the most wonderful time of the year".
The Phenomenon of AI-Generated Ads
Commercials that feature AI tools have become a rising phenomenon among prominent brands, especially for the holiday season.
- Coca-Cola has recently released consecutive AI-generated holiday ads.
- Inherent Limitations: Since videos produced using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also raised worries about automation in the production industry, with some commenters pointing out it might negatively impact opportunities for production staff.
Response from the Production Company
After the ad being taken down, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the development took "seven weeks" and involved creating "numerous versions" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was mostly panned, the reception for some AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday ad from another major brand reportedly received a significant "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for using the technique in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the marketing and production sectors about the balance between AI efficiency and creative integrity.
