The Fast-Food Giant Removes AI-Generated Christmas Ad In the Wake of Backlash.
McDonald's has removed a holiday advertisement produced using Artificial Intelligence following encountering considerable public disapproval.
The short film was produced with the help of generative AI clips and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the film. A number of described it as "uncanny" and "awkwardly stitched together".
"This moment serves as an important learning as we examine the effective use of AI," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the festive season, using the slogan "the most terrible time of the year".
A Growing Trend of AI Commercials
Adverts that incorporate AI tools have become a growing phenomenon among large companies, particularly for the Christmas season.
- Coca-Cola has similarly launched back-to-back AI-created Christmas ads.
- Inherent Limitations: Since segments created using current AI video tools are more likely to distort the longer they run, most such clips tend to be only short in length.
- Industry Concerns: The ad also provoked concerns about automation in the production industry, with some commenters pointing out it could reduce opportunities for camera crews.
Response from the Creators
After the commercial being pulled, a producer's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was largely panned, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly achieved a 61% "favorable response" from viewers.
However, various brands have also faced scrutiny for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "cheap" and "disturbing".
The incident highlights the evolving conversation within the advertising and production industries about the trade-off between AI efficiency and audience reception.