The global fast-food chain has taken down a Christmas advert created with AI following facing considerable public disapproval.
The short spot was produced with the help of generative AI clips and was initially released online for the Dutch branch of McDonald's on 6 December.
Viewer Criticism and Decision to Pull
Following its publication, viewers on social media criticized the use of AI in the advert. Many labeled it "creepy" and "jarringly assembled".
"This moment represents an important lesson as we explore the appropriate application of AI," said a spokesperson from McDonald's Netherlands.
The advert was developed for the brand by Dutch company TBWA\Neboko and American firm The Sweetshop. It showed various things that can go wrong over the festive season, under the theme "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that feature generative AI have become a growing trend among major companies, especially for the holiday season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Technical Challenges: Since segments created using generative AI are prone to distort the longer they run, most such clips tend to be about short in length.
- Industry Concerns: The ad also raised fears about automation in the advertising sector, with some critics noting it might affect work for production staff.
Response from the Creators
Following the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the project.
According to her, the production process took "seven weeks" and involved producing "countless iterations" which were then edited during the edit "just as we would on any traditional production".
"This was not an AI trick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely panned, the response for some AI-assisted campaigns has been varied.
For instance, a consecutive AI-created Christmas ad from another major brand reportedly garnered a 61% "positive sentiment rating" from the public.
However, various brands have also encountered criticism for using AI in advertising. Luxury brand Valentino, for example, was criticized for ads that some called "low-effort" and "uncanny".
The situation illustrates the continuing debate within the marketing and creative sectors about the balance between technological innovation and audience reception.
