The global fast-food chain has pulled a Christmas commercial produced with Artificial Intelligence following facing significant online backlash.
The brief spot was developed with the help of AI video tools and was originally released publicly for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, audiences online denounced the use of AI in the film. Several called it "creepy" and "awkwardly stitched together".
"This moment represents an important lesson as we explore the effective utilization of generative technology," stated a statement from the company.
The advert was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that might go awry during the Christmas break, using the tagline "the most terrible time of the year".
The Trend of AI in Advertising
Adverts that include AI tools have become a rising phenomenon among major corporations, especially for the holiday campaign season.
- Another beverage giant has also released consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips made with current AI video tools are more likely to distort the more extended they are, the majority of such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The video also raised worries about the replacement of human roles in the advertising industry, with some observers stating it might reduce work for production staff.
Response from the Creators
Following the video's removal, a producer's CEO, Melanie Bridge, spoke in support of the advert.
She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then edited afterward "just as we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was largely panned, the reception for some AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, other businesses have likewise received backlash for using the technique in their campaigns. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "lazy" and "uncanny".
The episode underscores the evolving debate within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
