The global fast-food chain has taken down a Christmas advertisement produced with Artificial Intelligence following facing widespread criticism on social media.
The short ad was developed using AI video tools and was initially published on the YouTube channel for the Dutch branch of McDonald's back on 6 December.
Viewer Criticism and Decision to Pull
Shortly after its release, audiences online criticized the use of AI in the film. Several described it as "creepy" and "awkwardly stitched together".
"This experience is an important lesson as we investigate the proper utilization of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and American production company The Sweetshop. It portrayed a series of situations that often go badly over the festive season, under the tagline "the worst time of the year".
A Growing Movement of AI Commercials
Campaigns that feature AI tools have become a rising phenomenon among major companies, particularly for the Christmas period.
- Coca-Cola has also launched consecutive AI-created holiday ads.
- Inherent Limitations: Since segments created using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be about a few seconds in length.
- Industry Concerns: The video also provoked worries about automation in the production industry, with some observers stating it could affect opportunities for production staff.
Response from the Creators
After the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the creation required "seven weeks" and involved creating "countless iterations" which were then edited afterward "in the same way we would on any high-craft production".
"This wasn't just an AI gimmick," Bridge asserted. "The result was a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the reception for other AI-generated campaigns has been divisive.
For instance, a consecutive AI-created Christmas ad from Coca-Cola according to analysis received a significant "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for employing AI in marketing. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The episode illustrates the evolving discussion within the marketing and creative sectors about the trade-off between technological innovation and creative integrity.
