The global fast-food chain has pulled a Christmas commercial made via AI after receiving significant public disapproval.
The short ad was developed using AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the commercial. Many labeled it "disturbing" and "awkwardly stitched together".
"This experience is an valuable lesson as we explore the effective use of AI," said a statement from the company.
The commercial was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that can go wrong during the Christmas break, with the tagline "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Adverts that incorporate AI-created content have become a rising trend among major companies, especially for the Christmas season.
- Coca-Cola has also released consecutive AI-created holiday ads.
- Technical Challenges: As clips created using generative AI are prone to distort the longer they run, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also provoked fears about the replacement of human roles in the production industry, with some observers pointing out it could negatively impact opportunities for production staff.
Defense from the Production Company
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the production process required "over a month and a half" and involved creating "numerous versions" which were then shaped in post-production "just as we would on any standard production".
"This was not an AI gimmick," she said. "We consider it a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly panned, the sentiment for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-created Christmas ad from Coca-Cola reportedly achieved a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for using AI in advertising. Italian brand Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The episode highlights the continuing conversation within the marketing and creative industries about the trade-off between technological innovation and creative integrity.
