McDonald's has pulled a Christmas advertisement produced via Artificial Intelligence following receiving considerable public disapproval.
The short film was developed with the help of AI-generated video and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Response and Removal
Shortly after its release, viewers on social media denounced the use of AI in the advert. A number of described it as "creepy" and "awkwardly stitched together".
"This incident is an key lesson as we investigate the appropriate utilization of generative technology," said a spokesperson from the company.
The advert was created for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of scenarios that often go badly over the festive season, with the tagline "the most terrible time of the year".
A Growing Trend of AI Commercials
Campaigns that feature AI tools have emerged as a rising phenomenon among major brands, notably for the Christmas season.
- Another beverage giant has similarly released back-to-back AI-generated holiday commercials.
- Inherent Limitations: Because videos made using generative AI are prone to become unstable the longer they run, the majority of such clips tend to be about a few seconds in length.
- Industry Concerns: The video also sparked concerns about automation in the production industry, with some critics pointing out it might reduce work for camera crews.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved creating "countless iterations" which were then shaped in post-production "in the same way we would on any high-craft production".
"This was not an AI trick," she said. "We consider it a finished piece."
Mixed Audience Sentiment
While the McDonald's commercial was mostly panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-generated holiday spot from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise faced backlash for using AI in advertising. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode highlights the evolving conversation within the marketing and creative sectors about the trade-off between new tools and human craftsmanship.
