McDonald's has pulled a holiday advert made with AI following facing significant criticism on social media.
The brief spot was developed using AI-generated video and was initially uploaded publicly for the Dutch branch of McDonald's on 6 December.
Social Media Response and Removal
Soon after it aired, commenters denounced the implementation of AI in the advert. Several called it "creepy" and "jarringly assembled".
"This experience serves as an key lesson as we explore the appropriate application of AI," commented a representative from the company.
The commercial was developed for the brand by Netherlands-based company TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that can go wrong over the Christmas break, under the theme "not the most wonderful time of the year".
A Growing Phenomenon of AI in Advertising
Campaigns that feature AI tools have emerged as a rising phenomenon among large brands, especially for the holiday season.
- Coca-Cola has similarly released back-to-back AI-generated Christmas commercials.
- Technical Challenges: As clips made with generative AI are susceptible to become unstable the more extended they are, most AI video outputs tend to be only six to 10 seconds in length.
- Broader Implications: The ad also raised concerns about automation in the advertising industry, with some commenters pointing out it could affect opportunities for actors.
Response from the Production Company
After the commercial being pulled, a producer's chief executive, Melanie Bridge, defended the advert.
Bridge claimed, the production process took "seven weeks" and involved producing "thousands of takes" which were then edited afterward "just as we would on any traditional production".
"This wasn't just an AI trick," she said. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, other businesses have also faced backlash for using AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that some called "low-effort" and "uncanny".
The incident highlights the continuing conversation within the advertising and creative sectors about the balance between technological innovation and audience reception.
