The global fast-food chain has taken down a holiday advertisement made using AI following receiving widespread online backlash.
The short ad was created using generative AI clips and was originally released online for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters lambasted the use of AI in the advert. A number of described it as "uncanny" and "poorly edited".
"This experience is an key learning as we explore the proper use of AI," commented a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that often go badly over the Christmas break, under the theme "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature AI tools have emerged as a growing trend among large brands, especially for the holiday campaign season.
- Another beverage giant has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As videos created with generative AI are more likely to distort the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also sparked fears about job displacement in the production sector, with some critics noting it might reduce work for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the advert.
According to her, the creation took "over a month and a half" and involved creating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "We consider it a film."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis received a 61% "positive sentiment rating" from viewers.
However, several companies have also encountered backlash for using AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident underscores the continuing discussion within the marketing and production industries about the trade-off between new tools and audience reception.
