McDonald's Removes AI-Generated Holiday Commercial In the Wake of Backlash.
The global fast-food chain has taken down a Christmas advertisement made using AI after encountering widespread online backlash.
The 45-second film was created via generative AI clips and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media criticized the use of AI in the advert. A number of described it as "disturbing" and "awkwardly stitched together".
"This incident represents an key learning as we explore the effective utilization of generative technology," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry during the festive season, with the slogan "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that include generative AI have become a rising trend among major corporations, notably for the holiday period.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Inherent Limitations: Because videos created using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The ad also sparked worries about automation in the creative industry, with some critics noting it might negatively impact work for actors.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development took "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "The result was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was predominantly criticized, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from Coca-Cola according to analysis received a 61% "favorable response" from the public.
However, various brands have also received backlash for employing AI in advertising. Italian fashion house Valentino, for example, was criticized for advertisements that critics called "cheap" and "uncanny".
The episode highlights the ongoing debate within the advertising and production industries about the balance between AI efficiency and creative integrity.