McDonald's Takes Down AI-Created Holiday Commercial In the Wake of Backlash.
The global fast-food chain has pulled a Christmas advert made using AI after encountering widespread public disapproval.
The short ad was created using AI-generated video and was initially released publicly for McDonald's Netherlands on 6 December.
Audience Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. Several called it "uncanny" and "awkwardly stitched together".
"This moment represents an key learning as we explore the proper utilization of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It depicted various situations that often go badly over the Christmas break, using the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI tools have become a rising phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has similarly launched consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos produced using generative AI are prone to distort the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked fears about automation in the creative sector, with some critics pointing out it could reduce opportunities for actors.
Defense from the Production Company
Following the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the creation took "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any standard production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the reception for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created Christmas spot from another major brand according to analysis achieved a significant "positive feedback" from the public.
However, several companies have also faced criticism for using the technique in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics called "low-effort" and "disturbing".
The incident highlights the continuing conversation within the advertising and creative industries about the balance between AI efficiency and audience reception.
