McDonald's has pulled a Christmas advertisement produced using Artificial Intelligence following encountering considerable criticism on social media.
The brief ad was created using AI video tools and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the film. A number of labeled it "uncanny" and "jarringly assembled".
"This moment is an key learning as we examine the proper use of generative technology," said a statement from the company.
The commercial was produced for McDonald's by Dutch agency TBWA\Neboko and US firm The Sweetshop. It portrayed various scenarios that can go wrong over the festive season, under the tagline "the most terrible time of the year".
A Growing Movement of AI in Advertising
Adverts that include AI tools have become a rising trend among prominent brands, especially for the holiday period.
- Coca-Cola has recently launched back-to-back AI-created holiday commercials.
- Technical Challenges: Because clips made using generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about job displacement in the production sector, with some critics noting it might negatively impact work for actors.
Defense from the Production Company
After the ad being taken down, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "just as we would on any standard production".
"This was not an AI gimmick," Bridge asserted. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly received a significant "positive feedback" from viewers.
However, several companies have likewise faced backlash for employing the technique in their campaigns. Luxury brand Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The episode underscores the evolving discussion within the advertising and creative sectors about the balance between new tools and human craftsmanship.
