The global fast-food chain has pulled a Christmas advertisement created with generative AI after facing significant criticism on social media.
The brief ad was developed using AI-generated video and was originally uploaded on the YouTube channel for McDonald's Netherlands back on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media criticized the employment of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This experience represents an valuable learning as we investigate the appropriate use of generative technology," stated a representative from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It depicted various situations that often go badly over the festive season, using the slogan "the worst time of the year".
A Growing Movement of AI in Advertising
Campaigns that include AI tools have become a rising phenomenon among major brands, notably for the holiday campaign season.
- Another beverage giant has similarly launched back-to-back AI-created Christmas commercials.
- Inherent Limitations: As videos created using generative AI are prone to degrade the more extended they are, most AI video outputs tend to be roughly short in length.
- Broader Implications: The video also sparked fears about the replacement of human roles in the creative industry, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's CEO, Melanie Bridge, defended the advert.
Bridge claimed, the production process required "seven weeks" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This was not an AI gimmick," she said. "We consider it a proper commercial."
Mixed Public Reception
While the McDonald's ad was mostly criticized, the response for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday spot from another major brand reportedly achieved a 61% "positive feedback" from the public.
However, other businesses have also received backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation highlights the ongoing conversation within the marketing and production sectors about the balance between new tools and creative integrity.
