The global fast-food chain has taken down a Christmas advertisement created via Artificial Intelligence after encountering significant online backlash.
The 45-second spot was produced using generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, audiences online lambasted the employment of AI in the commercial. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an key learning as we examine the appropriate application of AI," commented a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of things that might go awry during the holidays, using the tagline "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Adverts that feature AI tools have become a growing trend among major brands, particularly for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: As segments made using current AI video tools are susceptible to become unstable the longer they run, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also raised fears about the replacement of human roles in the advertising sector, with some critics noting it could affect work for actors.
Response from the Production Company
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the production process required "seven weeks" and involved creating "thousands of takes" which were then crafted afterward "just as we would on any traditional production".
"This was not an AI gimmick," she said. "It was a proper commercial."
Divisive Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-assisted holiday ads has been divisive.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis garnered a significant "favorable response" from online commenters.
However, various brands have also received criticism for employing the technique in their campaigns. Italian brand Valentino, for example, was criticized for advertisements that some called "lazy" and "uncanny".
The situation highlights the evolving debate within the marketing and production sectors about the trade-off between technological innovation and creative integrity.
