The global fast-food chain has removed a holiday advertisement created via AI following facing widespread criticism on social media.
The 45-second spot was developed with the help of AI-generated video and was first released publicly for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Following its publication, commenters denounced the employment of AI in the advert. Several described it as "disturbing" and "awkwardly stitched together".
"This moment is an important learning as we explore the effective utilization of generative technology," stated a spokesperson from the company.
The commercial was created for the brand by Dutch company TBWA\Neboko and US production company The Sweetshop. It depicted a series of situations that can go wrong over the Christmas break, using the theme "the most terrible time of the year".
The Trend of AI Commercials
Adverts that feature AI tools have emerged as a growing trend among large brands, especially for the Christmas period.
- Another beverage giant has recently launched consecutive AI-generated Christmas ads.
- Technical Challenges: Since videos created using generative AI are susceptible to degrade the longer they run, most AI video outputs tend to be about a few seconds in length.
- Broader Implications: The video also provoked concerns about automation in the creative sector, with some observers pointing out it might negatively impact opportunities for production staff.
Defense from the Production Company
Following the ad being taken down, The Sweetshop's head, Melanie Bridge, spoke in support of the advert.
Bridge claimed, the creation required "seven weeks" 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 trick," she said. "The result was a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was predominantly criticized, the reception for some AI-assisted holiday ads has been varied.
For instance, a recent AI-created Christmas ad from Coca-Cola according to analysis received a significant "favorable response" from viewers.
However, various brands have likewise faced backlash for using the technique in advertising. Luxury brand Valentino, for example, was criticized for advertisements that some described as "cheap" and "disturbing".
The episode illustrates the ongoing conversation within the advertising and creative industries about the balance between new tools and creative integrity.
