The global fast-food chain has pulled a holiday advertisement made using generative AI following encountering widespread online backlash.
The short spot was developed via AI video tools and was initially published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Removal
Following its publication, viewers on social media denounced the use of AI in the commercial. A number of called it "disturbing" and "awkwardly stitched together".
"This incident represents an important learning as we explore the appropriate utilization of Artificial Intelligence," stated a representative from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It showed various situations that might go awry over the holidays, under the tagline "the most terrible time of the year".
The Movement of AI Commercials
Adverts that incorporate AI tools have become a growing phenomenon among major brands, particularly for the Christmas season.
- Coca-Cola has similarly released back-to-back AI-generated holiday commercials.
- Technical Challenges: Since videos created using generative AI are susceptible to become unstable the more extended they are, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked fears about job displacement in the creative sector, with some commenters stating it could reduce opportunities for camera crews.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "over a month and a half" and involved creating "countless iterations" which were then crafted in post-production "in the same way we would on any standard production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, other businesses have likewise encountered criticism for using the technique in their campaigns. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode highlights the ongoing debate within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
