The global fast-food chain has pulled a holiday advertisement produced using Artificial Intelligence after encountering significant criticism on social media.
The brief ad was created using AI-generated video and was first published publicly for McDonald's Netherlands on 6 December.
Viewer Reaction and Decision to Pull
Soon after it aired, commenters criticized the use of AI in the film. Several described it as "creepy" and "jarringly assembled".
"This experience represents an key learning as we examine the proper use of AI," said a spokesperson from McDonald's Netherlands.
The advert was created for the brand by Netherlands-based company TBWA\Neboko and American firm The Sweetshop. It depicted a series of things that often go badly during the holidays, using the theme "the worst time of the year".
The Movement of AI-Generated Ads
Commercials that incorporate AI-created content have become a increasing phenomenon among major corporations, especially for the holiday period.
- Another beverage giant has also released back-to-back AI-created holiday ads.
- Technical Challenges: Since clips produced with current AI video tools are more likely to degrade the longer they run, the majority of AI video outputs tend to be about short in length.
- Broader Implications: The video also sparked worries about automation in the advertising industry, with some observers noting it could negatively impact opportunities for camera crews.
Defense from the Creators
After the ad being taken down, a producer's CEO, Melanie Bridge, spoke in support of the advert.
According to her, the creation required "over a month and a half" and involved generating "countless iterations" which were then edited afterward "just as we would on any high-craft production".
"This was not an AI gimmick," Bridge asserted. "We consider it a film."
Divisive Audience Sentiment
While the McDonald's commercial was mostly criticized, the sentiment for some AI-assisted campaigns has been divisive.
For instance, a consecutive AI-created holiday ad from another major brand reportedly garnered a 61% "positive sentiment rating" from online commenters.
However, other businesses have also encountered criticism for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "uncanny".
The episode highlights the continuing conversation within the advertising and creative industries about the trade-off between new tools and creative integrity.
