The global fast-food chain has removed a Christmas advert produced using AI after facing significant public disapproval.
The short ad was created using AI-generated video and was first released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, audiences online lambasted the employment of AI in the advert. Many labeled it "creepy" and "poorly edited".
"This moment serves as an valuable lesson as we investigate the proper utilization of generative technology," commented a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that often go badly during the Christmas break, under the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Commercials that include AI-created content have emerged as a rising trend among prominent brands, especially for the holiday period.
- Coca-Cola has similarly released consecutive AI-generated Christmas commercials.
- Inherent Limitations: Since clips made with generative AI are more likely to become unstable the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also provoked concerns about the replacement of human roles in the production sector, with some observers pointing out it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, a producer's head, Melanie Bridge, spoke in support of the advert.
She stated, the production process required "seven weeks" and involved generating "thousands of takes" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't just an AI gimmick," she commented. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was predominantly panned, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis received a 61% "positive feedback" from the public.
However, several companies have also encountered scrutiny for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "uncanny".
The situation illustrates the ongoing conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
