The global fast-food chain has pulled a Christmas commercial made with AI after receiving widespread criticism on social media.
The brief ad was produced using generative AI clips and was initially published publicly for McDonald's Netherlands on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of called it "creepy" and "awkwardly stitched together".
"This incident serves as an key lesson as we investigate the appropriate use of generative technology," stated a representative from the company.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various scenarios that can go wrong during the festive season, using the theme "the most terrible time of the year".
A Growing Phenomenon of AI Commercials
Campaigns that incorporate generative AI have become a rising trend among major corporations, notably for the holiday campaign season.
- Coca-Cola has recently launched consecutive AI-created Christmas ads.
- Technical Challenges: Because clips produced with generative AI are prone to become unstable the longer they run, most such clips tend to be roughly short in length.
- Broader Implications: The video also provoked fears about automation in the creative industry, with some critics noting it could negatively impact opportunities for actors.
Response from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, defended the project.
Bridge claimed, the development required "seven weeks" and involved generating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an AI trick," Bridge asserted. "We consider it a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the reception for other AI-assisted campaigns has been varied.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly achieved a significant "positive feedback" from online commenters.
However, several companies have also faced criticism for employing the technique in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that some described as "lazy" and "uncanny".
The situation highlights the evolving conversation within the marketing and creative industries about the trade-off between AI efficiency and human craftsmanship.
