The global fast-food chain has removed a Christmas advertisement made with generative AI following receiving widespread public disapproval.
The short ad was created with the help of AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the film. Many labeled it "creepy" and "poorly edited".
"This moment represents an important lesson as we examine the appropriate use of AI," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Dutch agency TBWA\Neboko and American production company The Sweetshop. It showed various situations that can go wrong over the Christmas break, under the tagline "not the most wonderful time of the year".
A Growing Movement of AI in Advertising
Commercials that incorporate AI tools have become a growing phenomenon among large corporations, especially for the Christmas campaign season.
- Another beverage giant has similarly launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because segments made using generative AI are more likely to degrade the longer they run, the majority of such clips tend to be about six to 10 seconds in length.
- Industry Concerns: The video also sparked worries about automation in the creative sector, with some observers stating it might affect work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the creation took "seven weeks" and involved creating "thousands of takes" which were then crafted during the edit "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was largely panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas ad from Coca-Cola according to analysis garnered a 61% "positive sentiment rating" from the public.
However, several companies have also faced criticism for employing AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The situation highlights the continuing discussion within the advertising and production industries about the trade-off between new tools and audience reception.
