The global fast-food chain has pulled a Christmas advertisement created via generative AI following receiving significant criticism on social media.
The 45-second ad was created via AI video tools and was originally published online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Removal
Soon after it aired, commenters lambasted the implementation of AI in the commercial. Many labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an valuable learning as we examine the effective application of AI," stated a representative from the company.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that can go wrong over the festive season, using the slogan "not the most wonderful time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate generative AI have emerged as a rising phenomenon among large corporations, notably for the Christmas campaign season.
- Coca-Cola has also launched back-to-back AI-generated Christmas commercials.
- Technical Challenges: Because videos produced using generative AI are susceptible to distort the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also raised fears about automation in the advertising sector, with some commenters stating it might reduce opportunities for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
According to her, the development took "over a month and a half" and involved creating "thousands of takes" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly panned, the response for other AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly achieved a 61% "favorable response" from the public.
However, several companies have also received criticism for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "lazy" and "disturbing".
The situation highlights the continuing discussion within the marketing and production industries about the balance between new tools and creative integrity.
