McDonald's has removed a Christmas advert made via Artificial Intelligence following facing widespread online backlash.
The 45-second film was developed using AI video tools and was originally published online for McDonald's Netherlands on 6 December.
Social Media Reaction and Decision to Pull
Soon after it aired, commenters denounced the employment of AI in the advert. Several labeled it "uncanny" and "poorly edited".
"This moment serves as an key learning as we investigate the proper use of AI," commented a spokesperson from the company.
The commercial was created for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It showed a series of situations that can go wrong during the festive season, using the tagline "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that incorporate generative AI have become a increasing phenomenon among large companies, especially for the Christmas period.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because clips created using generative AI are prone to become unstable the longer they run, most AI video outputs tend to be only short in length.
- Industry Concerns: The video also provoked fears about the replacement of human roles in the advertising sector, with some critics pointing out it could affect work for camera crews.
Defense from the Creators
Following the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the development required "over a month and a half" and involved generating "thousands of takes" which were then crafted afterward "in the same way we would on any traditional production".
"This was not an AI trick," Bridge asserted. "It was a finished piece."
Mixed Public Reception
While the McDonald's commercial was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated holiday ad from Coca-Cola reportedly achieved a significant "favorable response" from the public.
However, several companies have likewise received backlash for using AI in marketing. Luxury brand Valentino, for example, was criticized for ads that critics called "lazy" and "uncanny".
The situation illustrates the continuing conversation within the marketing and creative sectors about the balance between AI efficiency and human craftsmanship.
