The global fast-food chain has pulled a Christmas advert created via AI after receiving widespread online backlash.
The short ad was created using generative AI clips and was first published on the YouTube channel for McDonald's Netherlands on 6 December.
Viewer Reaction and Removal
Following its publication, viewers on social media denounced the implementation of AI in the commercial. Several described it as "uncanny" and "poorly edited".
"This incident represents an key learning as we investigate the effective application of Artificial Intelligence," stated a spokesperson from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that often go badly over the Christmas break, under the tagline "the worst time of the year".
The Movement of AI-Generated Ads
Adverts that incorporate generative AI have become a rising trend among major companies, especially for the holiday period.
- Another beverage giant has recently launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Because segments produced with current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about the replacement of human roles in the advertising industry, with some commenters stating it might negatively impact work for camera crews.
Response from the Production Company
After the commercial being pulled, a producer's head, Melanie Bridge, defended the project.
According to her, the production process required "seven weeks" and involved generating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she commented. "We consider it a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the sentiment for other AI-assisted holiday ads has been divisive.
For instance, a recent AI-generated Christmas spot from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from online commenters.
However, other businesses have also faced scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "uncanny".
The incident illustrates the continuing debate within the marketing and production industries about the balance between new tools and human craftsmanship.
