McDonald's has pulled a Christmas advertisement created using Artificial Intelligence after encountering significant online backlash.
The short spot was developed via generative AI clips and was first uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Decision to Pull
Following its publication, viewers on social media lambasted the use of AI in the commercial. Several called it "disturbing" and "jarringly assembled".
"This experience represents an valuable learning as we investigate the appropriate application of Artificial Intelligence," stated a representative from McDonald's Netherlands.
The commercial was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It portrayed a series of situations that might go awry during the festive season, with the tagline "the worst time of the year".
A Growing Movement of AI-Generated Ads
Adverts that include AI-created content have become a increasing trend among prominent brands, especially for the Christmas period.
- Coca-Cola has also launched back-to-back AI-created holiday ads.
- Inherent Limitations: As segments produced using current AI video tools are prone to distort the longer they run, most such clips tend to be about short in length.
- Broader Implications: The video also provoked fears about the replacement of human roles in the advertising industry, with some critics noting it could affect work for production staff.
Response from the Production Company
Following the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the advert.
According to her, the development required "seven weeks" and involved generating "numerous versions" which were then shaped afterward "in the same way we would on any high-craft production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's commercial was largely panned, the reception for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created Christmas ad from Coca-Cola reportedly garnered a significant "favorable response" from viewers.
However, other businesses have also faced backlash for using AI in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "disturbing".
The episode illustrates the evolving conversation within the marketing and production sectors about the balance between AI efficiency and audience reception.
