The global fast-food chain has pulled a holiday commercial produced with generative AI following receiving widespread public disapproval.
The short spot was developed via AI-generated video and was first published publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Following its publication, commenters lambasted the implementation of AI in the advert. Many called it "creepy" and "awkwardly stitched together".
"This experience serves as an important lesson as we explore the proper application of Artificial Intelligence," said a statement from the company.
The commercial was produced for McDonald's by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted various things that often go badly during the Christmas break, using the tagline "the most terrible time of the year".
A Growing Movement of AI Commercials
Commercials that feature AI tools have emerged as a increasing phenomenon among prominent corporations, especially for the Christmas campaign season.
- Coca-Cola has recently launched back-to-back AI-created Christmas ads.
- Technical Challenges: As segments made using generative AI are prone to distort the longer they run, most such clips tend to be roughly six to 10 seconds in length.
- Broader Implications: The ad also sparked concerns about automation in the creative sector, with some commenters pointing out it could negatively impact work for camera crews.
Response from the Creators
After the commercial being pulled, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the production process took "seven weeks" and involved producing "thousands of takes" which were then shaped afterward "just as we would on any traditional production".
"This wasn't just an AI trick," Bridge asserted. "It was a finished piece."
Divisive Audience Sentiment
While the McDonald's ad was largely panned, the reception for some AI-assisted campaigns has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "positive sentiment rating" from online commenters.
However, other businesses have likewise received scrutiny for using AI in marketing. Luxury fashion house Valentino, for example, was lambasted for ads that some called "low-effort" and "uncanny".
The episode highlights the continuing conversation within the marketing and production industries about the balance between new tools and creative integrity.
