The global fast-food chain has removed a Christmas advertisement created via AI after encountering significant online backlash.
The short spot was developed using AI-generated video and was initially published online for the Dutch branch of McDonald's on 6 December.
Social Media Criticism and Decision to Pull
Soon after it aired, audiences online criticized the use of AI in the advert. Several described it as "creepy" and "jarringly assembled".
"This moment represents an key lesson as we explore the effective application of Artificial Intelligence," stated a spokesperson from the company.
The advert was created for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly during the Christmas break, with the slogan "not the most wonderful time of the year".
The Trend of AI in Advertising
Adverts that feature AI tools have become a increasing phenomenon among major brands, notably for the holiday period.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are more likely to become unstable the more extended they are, most such clips tend to be about short in length.
- Industry Concerns: The ad also sparked worries about automation in the advertising industry, with some commenters noting it might affect opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
She stated, the development took "seven weeks" and involved creating "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This wasn't an AI gimmick," Bridge asserted. "It was a film."
Divisive Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly garnered a significant "positive sentiment rating" from the public.
However, several companies have likewise received backlash for employing the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode highlights the ongoing conversation within the marketing and production industries about the balance between AI efficiency and human craftsmanship.
