The global fast-food chain has pulled a Christmas advertisement made using AI following encountering significant criticism on social media.
The 45-second ad was produced with the help of AI video tools and was first published publicly for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, commenters criticized the use of AI in the commercial. Several called it "creepy" and "poorly edited".
"This experience represents an key lesson as we examine the effective utilization of AI," commented a representative from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of scenarios that can go wrong during the holidays, using the slogan "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate generative AI have become a growing trend among major corporations, especially for the Christmas season.
- Another beverage giant has also released consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips produced using current AI video tools are more likely to distort the longer they run, the majority of such clips tend to be only six to 10 seconds in length.
- Industry Concerns: The video also provoked fears about automation in the advertising sector, with some commenters stating it might affect work for actors.
Defense from the Creators
After the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
She stated, the development took "seven weeks" and involved producing "countless iterations" which were then shaped during the edit "in the same way we would on any traditional production".
"This was not an AI trick," she said. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise faced criticism for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that some called "lazy" and "disturbing".
The situation underscores the continuing conversation within the marketing and creative sectors about the balance between new tools and human craftsmanship.
