The global fast-food chain has pulled a Christmas advert created using Artificial Intelligence after facing widespread public disapproval.
The 45-second ad was developed via AI-generated video and was originally released online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Following its publication, audiences online denounced the implementation of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This incident serves as an valuable learning as we investigate the effective use of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was developed for McDonald's by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of things that often go badly during the Christmas break, using the theme "the worst time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate generative AI have emerged as a increasing phenomenon among major companies, especially for the holiday season.
- Another beverage giant has similarly released back-to-back AI-created holiday commercials.
- Technical Challenges: As clips produced using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised worries about job displacement in the advertising sector, with some observers stating it might reduce opportunities for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved generating "thousands of takes" which were then crafted afterward "just as we would on any standard production".
"This was not an AI gimmick," she said. "It was a film."
Divisive Audience Sentiment
While the McDonald's ad was largely criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "positive feedback" from viewers.
However, various brands have also faced scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode highlights the continuing discussion within the marketing and creative sectors about the balance between new tools and human craftsmanship.
