The global fast-food chain has pulled a holiday advert made via Artificial Intelligence following receiving significant criticism on social media.
The 45-second film was created using generative AI clips and was originally uploaded online for the Dutch branch of McDonald's back on 6 December.
Audience Criticism and Decision to Pull
Shortly after its release, commenters lambasted the implementation of AI in the advert. Several called it "disturbing" and "poorly edited".
"This moment is an important learning as we investigate the appropriate application of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted a series of scenarios that can go wrong over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that incorporate AI tools have become a increasing phenomenon among prominent companies, especially for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-generated holiday ads.
- Inherent Limitations: Because segments produced with generative AI are prone to become unstable the longer they run, most AI video outputs tend to be about six to 10 seconds in length.
- Industry Concerns: The video also raised worries about job displacement in the advertising industry, with some critics pointing out it could negatively impact opportunities for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she commented. "We consider it a proper commercial."
Divisive Public Reception
While the Dutch McDonald's commercial was largely panned, the response for some AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated holiday spot from another major brand according to analysis achieved a significant "favorable response" from online commenters.
However, several companies have likewise faced backlash for using AI in advertising. Italian fashion house Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The incident highlights the continuing debate within the advertising and creative sectors about the trade-off between new tools and human craftsmanship.
