The global fast-food chain has removed a holiday advert made using generative AI following encountering significant online backlash.
The brief spot was produced via AI-generated video and was initially uploaded online for McDonald's Netherlands on 6 December.
Social Media Response and Decision to Pull
Shortly after its release, commenters criticized the implementation of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This experience represents an valuable learning as we examine the effective application of generative technology," said a representative from the company.
The commercial was produced for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted various situations that might go awry during the festive season, using the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI-Generated Ads
Campaigns that include generative AI have emerged as a rising trend among major brands, especially for the holiday campaign season.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Inherent Limitations: Since videos created with current AI video tools are prone to distort the more extended they are, the majority of such clips tend to be roughly short in length.
- Broader Implications: The ad also provoked concerns about job displacement in the advertising industry, with some critics pointing out it might reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, spoke in support of the project.
She stated, the development took "over a month and a half" and involved generating "countless iterations" which were then crafted in post-production "just as we would on any traditional production".
"This wasn't an AI trick," she said. "We consider it a film."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for other AI-assisted holiday ads has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a significant "positive feedback" from the public.
However, several companies have also encountered backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics described as "low-effort" and "disturbing".
The incident underscores the evolving debate within the marketing and creative industries about the balance between new tools and human craftsmanship.
