The global fast-food chain has removed a holiday advert produced with generative AI after receiving significant online backlash.
The 45-second film was developed via AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the commercial. A number of labeled it "uncanny" and "jarringly assembled".
"This incident serves as an key lesson as we examine the appropriate application of AI," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various things that can go wrong over the holidays, using the slogan "the worst time of the year".
The Trend of AI Commercials
Commercials that include generative AI have become a growing phenomenon among large brands, particularly for the Christmas period.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Inherent Limitations: As clips made with current AI video tools are susceptible to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Industry Concerns: The ad also provoked fears about automation in the production industry, with some critics stating it might negatively impact work for camera crews.
Response from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the production process required "over a month and a half" and involved producing "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "The result was a proper commercial."
Divisive Audience Sentiment
While the McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas ad from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, other businesses have also faced backlash for employing the technique in their campaigns. Luxury fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "disturbing".
The episode highlights the continuing debate within the marketing and production industries about the trade-off between technological innovation and creative integrity.