The global fast-food chain has pulled a Christmas advert created using generative AI following encountering considerable criticism on social media.
The 45-second spot was created with the help of generative AI clips and was initially published online for McDonald's Netherlands back on 6 December.
Audience Reaction and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the advert. Several labeled it "disturbing" and "awkwardly stitched together".
"This experience serves as an key learning as we examine the effective application of AI," said a statement from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It portrayed various situations that can go wrong during the holidays, using the theme "the worst time of the year".
A Growing Phenomenon of AI Commercials
Adverts that incorporate generative AI have emerged as a increasing phenomenon among large corporations, especially for the Christmas campaign season.
- Another beverage giant has also launched consecutive AI-generated Christmas commercials.
- Inherent Limitations: Because segments made using current AI video tools are more likely to distort the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also provoked worries about job displacement in the advertising sector, with some critics pointing out it might reduce work for production staff.
Response from the Production Company
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
According to her, the creation required "seven weeks" and involved producing "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't an AI gimmick," she said. "We consider it a film."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been more mixed.
For instance, a recent AI-generated holiday spot from another major brand reportedly received a 61% "favorable response" from the public.
However, several companies have also faced scrutiny for employing AI in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The episode illustrates the ongoing debate within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.
