The global fast-food chain has pulled a holiday advertisement made using generative AI after receiving widespread online backlash.
The brief spot was created via generative AI clips and was first released online for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the film. A number of called it "uncanny" and "poorly edited".
"This experience represents an key learning as we examine the effective application of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed various things that often go badly over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include AI-created content have emerged as a growing trend among prominent companies, notably for the holiday period.
- Coca-Cola has also released consecutive AI-generated Christmas commercials.
- Technical Challenges: As clips created with current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The ad also raised concerns about job displacement in the creative sector, with some observers noting it could affect work for actors.
Defense from the Creators
After the commercial being pulled, a producer's head, Melanie Bridge, spoke in support of the project.
According to her, the development required "seven weeks" and involved creating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a film."
Divisive Public Reception
While the McDonald's commercial was largely panned, the response for other AI-assisted holiday ads has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola reportedly garnered a 61% "positive feedback" from online commenters.
However, several companies have likewise faced backlash for employing AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some called "lazy" and "disturbing".
The situation highlights the evolving conversation within the marketing and creative sectors about the balance between technological innovation and audience reception.
