McDonald's has pulled a Christmas advertisement created using AI after facing widespread public disapproval.
The 45-second film was developed with the help of AI video tools and was initially released online for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, commenters criticized the employment of AI in the commercial. Many called it "disturbing" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the effective application of AI," stated a statement from McDonald's Netherlands.
The commercial was developed for the brand by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of scenarios that might go awry over the festive season, with the slogan "the worst time of the year".
A Growing Phenomenon of AI Commercials
Commercials that feature generative AI have emerged as a growing trend among large corporations, particularly for the Christmas season.
- Coca-Cola has recently launched consecutive AI-created Christmas commercials.
- Inherent Limitations: Since videos created using current AI video tools are more likely to distort the longer they run, the majority of AI video outputs tend to be only short in length.
- Broader Implications: The ad also sparked concerns about automation in the advertising industry, with some commenters stating it might reduce work for camera crews.
Response from the Creators
Following the commercial being pulled, The Sweetshop's head, Melanie Bridge, spoke in support of the project.
According to her, the creation required "over a month and a half" and involved producing "countless iterations" which were then edited during the edit "in the same way we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "The result was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the reception for other AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated holiday ad from another major brand reportedly achieved a significant "favorable response" from the public.
However, various brands have likewise faced scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for advertisements that some called "low-effort" and "disturbing".
The situation illustrates the ongoing debate within the marketing and creative sectors about the trade-off between technological innovation and human craftsmanship.
