The global fast-food chain has pulled a holiday commercial made using Artificial Intelligence after receiving considerable online backlash.
The short ad was produced with the help of generative AI clips and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online criticized the implementation of AI in the film. A number of labeled it "uncanny" and "poorly edited".
"This moment serves as an important learning as we investigate the effective application of generative technology," stated a statement from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It depicted various scenarios that often go badly over the festive season, using the theme "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that incorporate generative AI have become a growing phenomenon among prominent brands, notably for the Christmas period.
- Coca-Cola has similarly launched consecutive AI-created holiday ads.
- Technical Challenges: Since clips created using generative AI are susceptible to become unstable the longer they run, the majority of such clips tend to be about short in length.
- Industry Concerns: The video also raised concerns about the replacement of human roles in the production industry, with some critics noting it might reduce opportunities for camera crews.
Response from the Creators
Following the commercial being pulled, a producer's head, Melanie Bridge, stood by the advert.
According to her, the creation required "seven weeks" and involved generating "thousands of takes" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't an AI trick," she commented. "The result was a proper commercial."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from viewers.
However, various brands have also encountered scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that some described as "low-effort" and "uncanny".
The situation illustrates the ongoing conversation within the marketing and creative sectors about the balance between AI efficiency and creative integrity.