The global fast-food chain has pulled a holiday advertisement produced via Artificial Intelligence after facing widespread criticism on social media.
The 45-second spot was developed using AI-generated video and was initially published online for McDonald's Netherlands back on 6 December.
Audience Criticism and Removal
Following its publication, audiences online lambasted the use of AI in the advert. Many labeled it "uncanny" and "awkwardly stitched together".
"This incident is an valuable lesson as we investigate the appropriate use of generative technology," stated a representative from McDonald's Netherlands.
The advert was created for the brand by Dutch agency TBWA\Neboko and US firm The Sweetshop. It showed various situations that can go wrong over the festive season, with the tagline "the most terrible time of the year".
A Growing Phenomenon of AI-Generated Ads
Commercials that include AI-created content have emerged as a rising trend among prominent brands, especially for the holiday campaign season.
- Another beverage giant has recently launched consecutive AI-created holiday ads.
- Technical Challenges: Since videos created with generative AI are prone to degrade the more extended they are, most such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also sparked concerns about automation in the advertising industry, with some observers pointing out it might negatively impact opportunities for camera crews.
Response from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the advert.
She stated, the creation required "over a month and a half" and involved producing "thousands of takes" which were then shaped afterward "in the same way we would on any traditional production".
"This was not an experiment," Bridge asserted. "We consider it a film."
Divisive Public Reception
While the McDonald's ad was mostly panned, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from another major brand reportedly received a significant "positive sentiment rating" from online commenters.
However, various brands have also received scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some described as "low-effort" and "uncanny".
The episode underscores the ongoing conversation within the advertising and creative sectors about the balance between AI efficiency and creative integrity.
