The global fast-food chain has removed a Christmas advert produced via AI after facing widespread online backlash.
The 45-second film was produced with the help of generative AI clips and was initially uploaded online for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Shortly after its release, viewers on social media lambasted the implementation of AI in the advert. Several described it as "creepy" and "poorly edited".
"This experience is an key lesson as we examine the appropriate application of generative technology," said a statement from McDonald's Netherlands.
The advert was produced for McDonald's by Netherlands-based agency TBWA\Neboko and American production company The Sweetshop. It showed a series of situations that can go wrong over the festive season, under the slogan "the worst time of the year".
A Growing Trend of AI-Generated Ads
Commercials that incorporate generative AI have become a rising trend among major brands, particularly for the holiday season.
- Another beverage giant has recently launched back-to-back AI-created Christmas commercials.
- Technical Challenges: Since clips made with current AI video tools are prone to become unstable the longer they run, most such clips tend to be about a few seconds in length.
- Industry Concerns: The ad also provoked concerns about automation in the advertising sector, with some critics stating it could reduce opportunities for actors.
Defense from the Creators
After the ad being taken down, The Sweetshop's head, Melanie Bridge, defended the advert.
According to her, the development required "over a month and a half" and involved creating "numerous versions" which were then edited during the edit "in the same way we would on any high-craft production".
"This was not an experiment," she commented. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly criticized, the sentiment for other AI-generated holiday ads has been divisive.
For instance, a recent AI-generated holiday ad from Coca-Cola according to analysis achieved a significant "favorable response" from online commenters.
However, various brands have likewise faced backlash for employing the technique in their campaigns. Italian brand Valentino, for example, was lambasted for advertisements that critics described as "low-effort" and "disturbing".
The episode underscores the ongoing discussion within the advertising and creative sectors about the trade-off between new tools and creative integrity.
