The global fast-food chain has pulled a holiday advertisement created using AI following encountering widespread online backlash.
The 45-second spot was produced via AI-generated video and was initially released on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters criticized the implementation of AI in the advert. Many described it as "uncanny" and "awkwardly stitched together".
"This incident serves as an important lesson as we explore the appropriate use of AI," stated a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed various things that often go badly during the Christmas break, using the slogan "the worst time of the year".
The Movement of AI in Advertising
Campaigns that feature AI-created content have emerged as a growing phenomenon among large brands, particularly for the Christmas season.
- Another beverage giant has similarly released consecutive AI-generated holiday ads.
- Technical Challenges: Since segments created with current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be roughly a few seconds in length.
- Industry Concerns: The video also sparked worries about job displacement in the creative sector, with some observers pointing out it could affect work for camera crews.
Defense from the Production Company
Following the video's removal, a producer's CEO, Melanie Bridge, defended the advert.
According to her, the development took "seven weeks" and involved generating "countless iterations" which were then shaped in post-production "just as we would on any high-craft production".
"This wasn't an experiment," Bridge asserted. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's ad was mostly panned, the sentiment for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated Christmas ad from another major brand reportedly received a significant "favorable response" from online commenters.
However, various brands have likewise faced scrutiny for employing the technique in marketing. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The incident underscores the continuing conversation within the advertising and creative sectors about the trade-off between AI efficiency and creative integrity.
