The global fast-food chain has pulled a holiday commercial made via AI after encountering widespread online backlash.
The 45-second ad was produced using AI-generated video and was originally uploaded publicly for the Dutch branch of McDonald's on 6 December.
Audience Reaction and Decision to Pull
Shortly after its release, audiences online denounced the implementation of AI in the commercial. A number of described it as "creepy" and "poorly edited".
"This moment is an important lesson as we explore the appropriate utilization of AI," commented a spokesperson from the company.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and US firm The Sweetshop. It showed a series of situations that often go badly during the Christmas break, using the theme "the most terrible time of the year".
A Growing Movement of AI Commercials
Adverts that incorporate AI tools have emerged as a increasing phenomenon among major brands, particularly for the Christmas period.
- Coca-Cola has recently launched back-to-back AI-generated Christmas ads.
- Inherent Limitations: Because videos produced using generative AI are more likely to become unstable the longer they run, the majority of AI video outputs tend to be roughly short in length.
- Industry Concerns: The video also sparked concerns about automation in the creative industry, with some commenters pointing out it could negatively impact work for camera crews.
Defense from the Production Company
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the project.
She stated, the production process took "over a month and a half" and involved producing "numerous versions" which were then shaped during the edit "just as we would on any high-craft production".
"This was not an AI gimmick," she said. "The result was a finished piece."
Divisive Public Reception
While the Dutch McDonald's ad was predominantly criticized, the response for other AI-assisted campaigns has been more mixed.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis garnered a 61% "positive feedback" from viewers.
However, other businesses have also encountered scrutiny for using AI in marketing. Italian fashion house Valentino, for example, was criticized for ads that critics called "low-effort" and "uncanny".
The situation underscores the evolving discussion within the marketing and creative sectors about the trade-off between new tools and creative integrity.
