The global fast-food chain has removed a Christmas advertisement created using generative AI following encountering considerable online backlash.
The brief ad was created using AI-generated video and was originally published online for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Following its publication, viewers on social media lambasted the employment of AI in the commercial. Many described it as "disturbing" and "poorly edited".
"This moment is an key lesson as we examine the appropriate application of AI," said a statement from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong over the Christmas break, using the tagline "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that feature AI tools have emerged as a increasing phenomenon among prominent companies, particularly for the holiday season.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Since videos produced with generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be roughly a few seconds in length.
- Broader Implications: The ad also provoked fears about job displacement in the advertising sector, with some critics stating it could affect work for camera crews.
Defense from the Production Company
After the commercial being pulled, The Sweetshop's head, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she commented. "It was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the response for other AI-generated campaigns has been more mixed.
For instance, a consecutive AI-generated holiday spot from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, various brands have likewise faced backlash for employing AI in advertising. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "disturbing".
The episode underscores the evolving debate within the marketing and creative industries about the balance between new tools and human craftsmanship.
