The global fast-food chain has pulled a Christmas advertisement made via Artificial Intelligence after receiving considerable online backlash.
The brief ad was produced via generative AI clips and was originally published publicly for McDonald's Netherlands on 6 December.
Viewer Criticism and Decision to Pull
Soon after it aired, commenters denounced the implementation of AI in the commercial. A number of labeled it "creepy" and "poorly edited".
"This moment represents an valuable lesson as we investigate the proper application of AI," said a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of situations that often go badly during the festive season, using the slogan "the worst time of the year".
A Growing Trend of AI in Advertising
Campaigns that feature AI tools have emerged as a growing trend among prominent companies, notably for the holiday season.
- Coca-Cola has recently released consecutive AI-created Christmas ads.
- Inherent Limitations: Since videos produced using current AI video tools are susceptible to distort the more extended they are, most AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also provoked fears about the replacement of human roles in the production sector, with some commenters noting it could reduce opportunities for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, stood by the advert.
Bridge claimed, the development took "seven weeks" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't an experiment," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the reception for other AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday ad from Coca-Cola reportedly achieved a 61% "positive feedback" from viewers.
However, several companies have also encountered backlash for using the technique in marketing. Luxury brand Valentino, for example, was lambasted for advertisements that some called "cheap" and "disturbing".
The episode underscores the evolving conversation within the marketing and creative sectors about the trade-off between AI efficiency and human craftsmanship.
