The global fast-food chain has pulled a Christmas advert made via Artificial Intelligence after facing significant criticism on social media.
The short ad was developed with the help of AI-generated video and was originally uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the film. Many described it as "uncanny" and "awkwardly stitched together".
"This moment is an key learning as we investigate the proper use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It showed various situations that often go badly over the Christmas break, under the theme "the worst time of the year".
A Growing Movement of AI-Generated Ads
Campaigns that incorporate AI-created content have become a rising phenomenon among major corporations, notably for the holiday season.
- Another beverage giant has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since clips created using generative AI are more likely to distort the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the creative industry, with some observers noting it could affect work for actors.
Defense from the Creators
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the creation took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any standard production".
"This wasn't an AI trick," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a 61% "positive feedback" from the public.
However, various brands have likewise faced scrutiny for employing the technique in their campaigns. Luxury brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The incident illustrates the continuing discussion within the marketing and creative sectors about the balance between technological innovation and creative integrity.
