McDonald's Pulls Artificial Intelligence Holiday Commercial After Public Outcry.
McDonald's has taken down a Christmas advert created with generative AI after facing significant online backlash.
The short film was developed via AI-generated video and was initially published online for the Dutch branch of McDonald's back on 6 December.
Social Media Reaction and Removal
Soon after it aired, commenters lambasted the implementation of AI in the film. A number of called it "disturbing" and "awkwardly stitched together".
"This moment serves as an valuable lesson as we examine the appropriate use of Artificial Intelligence," said a statement from McDonald's Netherlands.
The commercial was created for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly over the festive season, with the theme "not the most wonderful time of the year".
The Phenomenon of AI in Advertising
Campaigns that include AI tools have become a increasing trend among large corporations, notably for the Christmas season.
- Another beverage giant has similarly released consecutive AI-created holiday ads.
- Technical Challenges: Since segments made using current AI video tools are more likely to become unstable the longer they run, most AI video outputs tend to be roughly short in length.
- Industry Concerns: The ad also provoked fears about automation in the advertising sector, with some observers stating it could reduce opportunities for actors.
Defense from the Production Company
Following the video's removal, The Sweetshop's head, Melanie Bridge, stood by the project.
According to her, the production process required "over a month and a half" and involved generating "numerous versions" which were then shaped during the edit "just as we would on any standard production".
"This wasn't just an experiment," Bridge asserted. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's ad was predominantly panned, the response for some AI-generated holiday ads has been divisive.
For instance, a recent AI-created holiday spot from another major brand according to analysis achieved a 61% "positive feedback" from viewers.
However, other businesses have also received scrutiny for using the technique in advertising. Italian fashion house Valentino, for example, was criticized for ads that some described as "cheap" and "disturbing".
The situation underscores the evolving discussion within the marketing and production industries about the trade-off between new tools and creative integrity.
