The global fast-food chain has removed a Christmas advertisement made using generative AI after encountering widespread online backlash.
The 45-second film was produced using AI video tools and was first uploaded publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Removal
Soon after it aired, commenters lambasted the implementation of AI in the commercial. Several called it "uncanny" and "jarringly assembled".
"This moment serves as an key lesson as we explore the appropriate use of AI," commented a representative from the company.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various things that often go badly over the holidays, under the theme "the most terrible time of the year".
The Movement of AI in Advertising
Campaigns that feature AI tools have emerged as a increasing phenomenon among large corporations, notably for the Christmas season.
- Coca-Cola has recently released back-to-back AI-generated holiday ads.
- Technical Challenges: As videos created using current AI video tools are prone to become unstable the more extended they are, most such clips tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about job displacement in the production sector, with some critics noting it might affect opportunities for production staff.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the creation required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the McDonald's commercial was largely panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand according to analysis received a significant "positive sentiment rating" from viewers.
However, other businesses have also received backlash for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The incident underscores the evolving discussion within the advertising and production industries about the trade-off between new tools and audience reception.
