The global fast-food chain has taken down a Christmas advertisement made with Artificial Intelligence after encountering considerable online backlash.
The short ad was developed using AI-generated video and was first released online for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Following its publication, commenters criticized the use of AI in the film. Many described it as "uncanny" and "poorly edited".
"This experience serves as an valuable learning as we investigate the appropriate use of generative technology," commented a spokesperson from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that can go wrong during the holidays, under the theme "the most terrible time of the year".
A Growing Movement of AI in Advertising
Commercials that include AI tools have emerged as a growing trend among large companies, especially for the holiday season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because videos produced using generative AI are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the creative industry, with some critics stating it might affect opportunities for production staff.
Defense from the Production Company
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any high-craft production".
"This was not an experiment," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was predominantly panned, the response for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis garnered a 61% "favorable response" from viewers.
However, several companies have likewise received scrutiny for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The episode highlights the evolving debate within the marketing and creative sectors about the balance between AI efficiency and audience reception.
