McDonald's has pulled a Christmas advertisement produced with AI following receiving widespread criticism on social media.
The short film was produced via AI-generated video and was originally published on the YouTube channel for McDonald's Netherlands on 6 December.
Social Media Criticism and Decision to Pull
Following its publication, commenters criticized the use of AI in the advert. Several called it "disturbing" and "awkwardly stitched together".
"This incident serves as an key learning as we explore the effective application of generative technology," stated a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch company TBWA\Neboko and American production company The Sweetshop. It depicted a series of things that might go awry during the holidays, with the theme "not the most wonderful time of the year".
The Movement of AI in Advertising
Campaigns that include AI-created content have emerged as a increasing trend among major brands, notably for the Christmas campaign season.
- Another beverage giant has recently released back-to-back AI-generated holiday commercials.
- Technical Challenges: Since segments made 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 sparked concerns about the replacement of human roles in the advertising sector, with some observers noting it could reduce work for production staff.
Defense from the Creators
Following the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the production process took "over a month and a half" and involved creating "numerous versions" which were then edited in post-production "in the same way we would on any high-craft production".
"This wasn't an AI trick," Bridge asserted. "The result was a film."
Mixed Public Reception
While the Dutch McDonald's ad was mostly criticized, the response for some AI-assisted holiday ads has been divisive.
For instance, a consecutive AI-created holiday spot from Coca-Cola reportedly garnered a 61% "positive feedback" from the public.
However, other businesses have likewise received criticism for using the technique in their campaigns. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "lazy" and "disturbing".
The episode underscores the evolving conversation within the advertising and production sectors about the trade-off between AI efficiency and audience reception.
