McDonald's has taken down a holiday advertisement made with generative AI after receiving significant criticism on social media.
The 45-second ad was created using AI video tools and was first released online for the Dutch branch of McDonald's on 6 December.
Audience Response and Decision to Pull
Shortly after its release, viewers on social media lambasted the use of AI in the advert. A number of called it "creepy" and "poorly edited".
"This experience serves as an valuable learning as we explore the appropriate use of AI," stated a spokesperson from McDonald's Netherlands.
The commercial was produced for McDonald's by Netherlands-based agency TBWA\Neboko and US production company The Sweetshop. It depicted a series of things that often go badly during the Christmas break, using the theme "not the most wonderful time of the year".
A Growing Movement of AI-Generated Ads
Adverts that feature AI tools have become a rising phenomenon among prominent corporations, especially for the Christmas period.
- Another beverage giant has also launched consecutive AI-created holiday ads.
- Technical Challenges: As clips made with current AI video tools are more likely to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also raised worries about job displacement in the production industry, with some commenters noting it could reduce work for camera crews.
Defense from the Creators
Following the commercial being pulled, The Sweetshop's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the creation took "seven weeks" and involved creating "countless iterations" which were then shaped in post-production "just as we would on any standard production".
"This wasn't just an AI trick," she commented. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the reception for some AI-generated campaigns has been varied.
For instance, a consecutive AI-created holiday spot from Coca-Cola according to analysis garnered a 61% "positive feedback" from the public.
However, various brands have likewise faced backlash for employing AI in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The episode highlights the ongoing discussion within the marketing and creative sectors about the balance between AI efficiency and creative integrity.
