The global fast-food chain has removed a holiday advertisement created using generative AI after encountering significant criticism on social media.
The short spot was developed using AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters denounced the use of AI in the advert. Several labeled it "uncanny" and "poorly edited".
"This incident is an valuable learning as we explore the appropriate use of AI," said a representative from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various scenarios that can go wrong over the festive season, under the theme "not the most wonderful time of the year".
The Trend of AI Commercials
Adverts that incorporate generative AI have become a growing phenomenon among prominent brands, particularly for the holiday period.
- Coca-Cola has also released back-to-back AI-generated holiday ads.
- Technical Challenges: Because segments produced with current AI video tools are susceptible to degrade the longer they run, most such clips tend to be about a few seconds in length.
- Broader Implications: The ad also provoked fears about automation in the production industry, with some critics noting it could affect opportunities for actors.
Defense from the Production Company
Following the video's removal, a producer's chief executive, Melanie Bridge, stood by the project.
According to her, the production process required "over a month and a half" and involved producing "countless iterations" which were then crafted in post-production "in the same way we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Public Reception
While the McDonald's commercial was predominantly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis received a significant "favorable response" from the public.
However, several companies have also faced criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "disturbing".
The episode underscores the continuing debate within the marketing and creative sectors about the balance between new tools and audience reception.
