The global fast-food chain has pulled a Christmas advert created via AI after receiving widespread online backlash.
The 45-second spot was produced via generative AI clips and was first uploaded online for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, commenters criticized the employment of AI in the advert. Many described it as "creepy" and "poorly edited".
"This incident serves as an key learning as we examine the proper utilization of Artificial Intelligence," stated a spokesperson from the company.
The advert was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It depicted a series of scenarios that often go badly over the holidays, under the tagline "the worst time of the year".
A Growing Trend of AI in Advertising
Campaigns that include generative AI have emerged as a rising trend among major companies, especially for the holiday season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos made with current AI video tools are more likely to degrade the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The ad also sparked concerns about automation in the advertising industry, with some critics stating it might negatively impact opportunities for production staff.
Response from the Production Company
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved generating "countless iterations" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was largely criticized, the reception for some AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand according to analysis garnered a 61% "positive sentiment rating" from the public.
However, various brands have likewise faced scrutiny for employing AI in their campaigns. Italian brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The incident highlights the evolving conversation within the advertising and creative sectors about the trade-off between technological innovation and creative integrity.
