The global fast-food chain has pulled a Christmas advertisement created using AI following facing considerable public disapproval.
The 45-second spot was created via AI video tools and was first published online for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the advert. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident serves as an valuable learning as we investigate the proper application of Artificial Intelligence," commented a statement from McDonald's Netherlands.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of things that can go wrong during the holidays, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Commercials that include generative AI have emerged as a rising phenomenon among major brands, notably for the Christmas period.
- Coca-Cola has also released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos produced with generative AI are more likely to distort the longer they run, most such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about automation in the production sector, with some observers noting it could affect opportunities for actors.
Response from the Creators
After the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
According to her, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an experiment," she commented. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the sentiment for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola according to analysis received a 61% "favorable response" from online commenters.
However, other businesses have also faced backlash for employing the technique in advertising. Italian brand Valentino, for example, was criticized for advertisements that some called "cheap" and "disturbing".
The incident underscores the evolving discussion within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
