McDonald's has pulled a Christmas advertisement made with AI after encountering widespread online backlash.
The short spot was developed with the help of AI-generated video and was initially released publicly for McDonald's Netherlands back on 6 December.
Audience Criticism and Decision to Pull
Following its publication, viewers on social media criticized the employment of AI in the film. Several called it "uncanny" and "jarringly assembled".
"This incident is an valuable lesson as we explore the appropriate use of generative technology," stated a spokesperson from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted various scenarios that often go badly during the festive season, under the tagline "the worst time of the year".
The Phenomenon of AI in Advertising
Adverts that feature AI tools have become a growing trend among prominent brands, especially for the Christmas campaign season.
- Another beverage giant has similarly released consecutive AI-created Christmas ads.
- Technical Challenges: As clips produced using generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be about short in length.
- Industry Concerns: The video also raised fears about automation in the production sector, with some critics noting it might negatively impact work for actors.
Defense from the Creators
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
Bridge claimed, the production process required "over a month and a half" and involved generating "thousands of takes" which were then edited in post-production "just as we would on any high-craft production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was largely panned, the response for other AI-assisted campaigns has been more mixed.
For instance, a consecutive AI-created Christmas spot from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, several companies have likewise encountered scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that critics described as "low-effort" and "disturbing".
The incident underscores the ongoing discussion within the marketing and production industries about the balance between new tools and audience reception.
