The Fast-Food Giant Removes AI-Created Christmas Ad Following Public Outcry.
McDonald's has pulled a Christmas advertisement made with generative AI following receiving considerable online backlash.
The brief spot was developed via generative AI clips and was originally uploaded online for McDonald's Netherlands back on 6 December.
Viewer Criticism and Removal
Soon after it aired, audiences online criticized the employment of AI in the film. A number of called it "uncanny" and "awkwardly stitched together".
"This moment serves as an important lesson as we examine the effective utilization of AI," commented a statement from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It depicted various situations that can go wrong during the festive season, using the slogan "the worst time of the year".
The Trend of AI in Advertising
Campaigns that include AI-created content have emerged as a growing phenomenon among large companies, notably for the holiday period.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Technical Challenges: As segments made using current AI video tools are susceptible to distort the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the advertising sector, with some observers noting it could reduce work for actors.
Response from the Production Company
Following the ad being taken down, a producer's chief executive, Melanie Bridge, spoke in support of the project.
According to her, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a significant "positive sentiment rating" from the public.
However, various brands have likewise received criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "cheap" and "disturbing".
The incident illustrates the continuing discussion within the advertising and creative industries about the trade-off between AI efficiency and human craftsmanship.
