The global fast-food chain has pulled a holiday commercial made with Artificial Intelligence after facing significant criticism on social media.
The 45-second film was produced with the help of AI video tools and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, audiences online denounced the implementation of AI in the advert. Several called it "uncanny" and "jarringly assembled".
"This incident represents an key lesson as we examine the proper application of generative technology," commented a statement from the company.
The commercial was produced for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that often go badly during the festive season, under the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that incorporate AI tools have become a rising phenomenon among prominent corporations, especially for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: As clips produced with generative AI are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production sector, with some commenters stating it could reduce opportunities for actors.
Response from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, defended the advert.
She stated, the creation took "seven weeks" and involved generating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "It was a film."
Mixed Public Reception
While the McDonald's commercial was largely panned, the reception for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday spot from another major brand reportedly garnered a significant "positive sentiment rating" from viewers.
However, other businesses have likewise encountered criticism for using AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The episode illustrates the evolving conversation within the marketing and creative sectors about the balance between AI efficiency and audience reception.
