McDonald's has pulled a Christmas advertisement produced with Artificial Intelligence after encountering considerable public disapproval.
The brief film was developed via generative AI clips and was originally published online for McDonald's Netherlands on 6 December.
Audience Response and Removal
Shortly after its release, commenters denounced the implementation of AI in the commercial. Several described it as "creepy" and "awkwardly stitched together".
"This moment serves as an important lesson as we explore the appropriate use of AI," stated a statement from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It portrayed various situations that often go badly during the holidays, under the slogan "the most terrible time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI tools have become a growing phenomenon among prominent brands, notably for the holiday campaign season.
- Coca-Cola has also launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Because segments made using current AI video tools are more likely to become unstable the more extended they are, the majority of AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also provoked fears about automation in the advertising sector, with some commenters pointing out it could reduce opportunities for production staff.
Defense from the Production Company
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, spoke in support of the project.
Bridge claimed, the creation took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a proper commercial."
Mixed Audience Sentiment
While the McDonald's commercial was largely criticized, the response for some AI-generated campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "favorable response" from online commenters.
However, several companies have also faced criticism for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that critics described as "low-effort" and "uncanny".
The episode highlights the evolving debate within the advertising and creative industries about the balance between AI efficiency and human craftsmanship.
