The global fast-food chain has pulled a holiday advert created via generative AI following encountering significant online backlash.
The brief film was created with the help of AI video tools and was first published online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, audiences online denounced the employment of AI in the film. Many labeled it "disturbing" and "awkwardly stitched together".
"This incident is an key learning as we explore the proper application of AI," commented a representative from McDonald's Netherlands.
The advert was developed for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of scenarios that often go badly during the festive season, using the theme "the worst time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI-created content have become a increasing phenomenon among major brands, particularly for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced with generative AI are susceptible to degrade the more extended they are, most AI video outputs tend to be about short in length.
- Broader Implications: The ad also raised concerns about job displacement in the creative sector, with some observers pointing out it could negatively impact opportunities for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the project.
Bridge claimed, the development required "over a month and a half" and involved producing "numerous versions" which were then shaped in post-production "just as we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was predominantly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a recent AI-created Christmas spot from Coca-Cola reportedly received a 61% "positive feedback" from online commenters.
However, several companies have also received scrutiny for using AI in their campaigns. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode underscores the evolving conversation within the marketing and production industries about the trade-off between technological innovation and audience reception.
