McDonald's has pulled a Christmas advert made with generative AI following receiving significant online backlash.
The 45-second spot was created using generative AI clips and was first published online for McDonald's Netherlands on 6 December.
Social Media Criticism and Removal
Following its publication, commenters lambasted the implementation of AI in the commercial. Many described it as "disturbing" and "awkwardly stitched together".
"This moment serves as an important lesson as we examine the effective utilization of AI," said a spokesperson from the company.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It portrayed various situations that can go wrong over the holidays, under the tagline "the most terrible time of the year".
A Growing Phenomenon of AI in Advertising
Commercials that incorporate AI-created content have become a growing trend among large brands, especially for the Christmas campaign season.
- Coca-Cola has similarly launched back-to-back AI-created holiday ads.
- Technical Challenges: Because segments made using generative AI are more likely to distort the more extended they are, most such clips tend to be roughly short in length.
- Broader Implications: The video also provoked worries about automation in the creative sector, with some commenters stating it could affect opportunities for production staff.
Response from the Creators
After the video's removal, a producer's chief executive, Melanie Bridge, spoke in support of the advert.
She stated, the development required "seven weeks" and involved creating "thousands of takes" which were then shaped in post-production "in the same way we would on any traditional production".
"This wasn't just an experiment," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was mostly criticized, the reception for other AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas ad from Coca-Cola reportedly received a 61% "favorable response" from online commenters.
However, several companies have likewise encountered criticism for employing AI in advertising. Italian brand Valentino, for example, was lambasted for ads that some called "low-effort" and "disturbing".
The episode illustrates the evolving conversation within the marketing and creative sectors about the balance between technological innovation and creative integrity.
