The global fast-food chain has pulled a Christmas commercial created via Artificial Intelligence following facing significant online backlash.
The short spot was produced via AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's back on 6 December.
Viewer Response and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. Many described it as "disturbing" and "poorly edited".
"This experience serves as an valuable learning as we examine the appropriate application of AI," commented a statement from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It depicted various scenarios that might go awry during the Christmas break, using the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Commercials that incorporate AI tools have emerged as a growing trend among prominent brands, particularly for the holiday period.
- Another beverage giant has also launched back-to-back AI-generated holiday commercials.
- Technical Challenges: Because clips created using generative AI are prone to degrade the more extended they are, the majority of such clips tend to be about short in length.
- Broader Implications: The video also provoked fears about automation in the advertising industry, with some critics stating it could reduce work for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
She stated, the production process took "over a month and a half" and involved creating "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a film."
Divisive Public Reception
While the McDonald's ad was mostly criticized, the response for other AI-generated campaigns has been more mixed.
For instance, a recent AI-created Christmas spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, other businesses have likewise received scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The incident illustrates the evolving discussion within the marketing and creative sectors about the balance between technological innovation and creative integrity.