The global fast-food chain has taken down a holiday advert made with Artificial Intelligence following encountering considerable criticism on social media.
The brief ad was developed using generative AI clips and was initially published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, viewers on social media denounced the use of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment serves as an valuable learning as we investigate the proper utilization of Artificial Intelligence," said a representative from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It portrayed a series of situations that often go badly over the Christmas break, under the theme "the most terrible time of the year".
The Phenomenon of AI Commercials
Campaigns that incorporate AI tools have become a growing trend among major companies, especially for the Christmas season.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made using generative AI are more likely to distort the more extended they are, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked worries about automation in the production sector, with some commenters stating it might negatively impact work for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, defended the project.
According to her, the development required "seven weeks" and involved producing "numerous versions" which were then edited during the edit "in the same way we would on any traditional production".
"This was not an experiment," she commented. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly panned, the response for some AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have also received criticism for employing AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The incident underscores the continuing conversation within the marketing and production industries about the balance between AI efficiency and creative integrity.
