The global fast-food chain has removed a Christmas advert made with AI after facing significant online backlash.
The brief spot was produced with the help of AI video tools and was originally uploaded online for McDonald's Netherlands on 6 December.
Audience Criticism and Removal
Soon after it aired, viewers on social media denounced the use of AI in the commercial. A number of labeled it "creepy" and "jarringly assembled".
"This experience serves as an valuable lesson as we explore the effective use of generative technology," commented a representative from the company.
The advert was developed for McDonald's by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed a series of things that can go wrong over the Christmas break, using the tagline "the most terrible time of the year".
A Growing Trend of AI in Advertising
Campaigns that include generative AI have emerged as a increasing phenomenon among prominent brands, especially for the Christmas period.
- Coca-Cola has also launched consecutive AI-generated Christmas ads.
- Technical Challenges: Because videos created with generative AI are prone to distort the longer they run, the majority of AI video outputs tend to be about six to 10 seconds in length.
- Broader Implications: The video also raised concerns about automation in the creative sector, with some commenters pointing out it might reduce work for camera crews.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
According to her, the development required "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "just as we would on any standard production".
"This wasn't just an experiment," she said. "The result was a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's commercial was predominantly panned, the sentiment for other AI-assisted holiday ads has been varied.
For instance, a recent AI-generated Christmas ad from another major brand reportedly garnered a 61% "favorable response" from viewers.
However, several companies have likewise encountered backlash for using the technique in marketing. Italian fashion house Valentino, for example, was lambasted for ads that critics called "cheap" and "disturbing".
The incident highlights the ongoing debate within the advertising and creative industries about the balance between new tools and human craftsmanship.
