The global fast-food chain has removed a holiday commercial created with AI after receiving widespread public disapproval.
The 45-second ad was created with the help of AI video tools and was originally released publicly for the Dutch branch of McDonald's back on 6 December.
Audience Response and Decision to Pull
Soon after it aired, viewers on social media lambasted the use of AI in the commercial. Many described it as "creepy" and "jarringly assembled".
"This incident is an valuable learning as we investigate the effective use of AI," commented a spokesperson from the company.
The advert was created for the brand by Dutch company TBWA\Neboko and US firm The Sweetshop. It showed various scenarios that often go badly over the holidays, under the slogan "not the most wonderful time of the year".
A Growing Trend of AI-Generated Ads
Campaigns that incorporate generative AI have become a growing trend among prominent brands, notably for the holiday season.
- Another beverage giant has similarly launched back-to-back AI-generated Christmas commercials.
- Inherent Limitations: As segments produced using current AI video tools are prone to distort the longer they run, most AI video outputs tend to be only a few seconds in length.
- Broader Implications: The ad also sparked concerns about the replacement of human roles in the advertising sector, with some observers pointing out it might affect opportunities for production staff.
Response from the Production Company
After the commercial being pulled, a producer's CEO, Melanie Bridge, stood by the project.
According to her, the creation required "over a month and a half" and involved generating "thousands of takes" which were then crafted during the edit "just as we would on any standard production".
"This was not an AI gimmick," she said. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for some AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola reportedly received a 61% "favorable response" from the public.
However, several companies have also faced scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was criticized for advertisements that critics described as "low-effort" and "uncanny".
The episode underscores the evolving conversation within the advertising and creative industries about the trade-off between AI efficiency and creative integrity.
