The global fast-food chain has pulled a holiday commercial created via Artificial Intelligence after receiving considerable public disapproval.
The short film was developed via generative AI clips and was first released on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Social Media Reaction and Decision to Pull
Shortly after its release, viewers on social media denounced the implementation of AI in the commercial. Several labeled it "creepy" and "awkwardly stitched together".
"This moment serves as an key lesson as we investigate the proper use of AI," 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 various situations that can go wrong during the holidays, using the slogan "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that feature AI-created content have emerged as a growing trend among prominent corporations, notably for the Christmas period.
- Another beverage giant has recently released back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because clips created using current AI video tools are susceptible to become unstable the longer they run, the majority of AI video outputs tend to be only six to 10 seconds in length.
- Industry Concerns: The video also sparked concerns about the replacement of human roles in the creative sector, with some observers noting it might negatively impact work for production staff.
Response from the Creators
Following the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, spoke in support of the advert.
According to her, the production process took "seven weeks" and involved creating "countless iterations" which were then edited during the edit "in the same way we would on any standard production".
"This wasn't just an experiment," she said. "It was a film."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from another major brand according to analysis achieved a significant "positive sentiment rating" from viewers.
However, several companies have also encountered scrutiny for using AI in their campaigns. Luxury brand Valentino, for example, was lambasted for ads that some described as "low-effort" and "disturbing".
The episode underscores the ongoing debate within the advertising and creative sectors about the balance between technological innovation and human craftsmanship.
