The global fast-food chain has removed a Christmas advert made with AI following encountering widespread online backlash.
The short spot was developed using generative AI clips and was first published on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Viewer Reaction and Removal
Following its publication, audiences online lambasted the implementation of AI in the film. Several described it as "disturbing" and "jarringly assembled".
"This experience serves as an valuable learning as we investigate the effective application of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Dutch agency TBWA\Neboko and US production company The Sweetshop. It portrayed various things that might go awry during the Christmas break, under the slogan "the worst time of the year".
A Growing Phenomenon of AI in Advertising
Adverts that feature AI tools have emerged as a rising phenomenon among major companies, notably for the holiday campaign season.
- Another beverage giant has recently released consecutive AI-generated holiday ads.
- Technical Challenges: As videos made with current AI video tools are susceptible to degrade the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked worries about the replacement of human roles in the advertising sector, with some commenters pointing out it might reduce work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's chief executive, Melanie Bridge, stood by the project.
Bridge claimed, the production process required "over a month and a half" and involved producing "countless iterations" which were then crafted afterward "just as we would on any high-craft production".
"This wasn't just an experiment," she said. "We consider it a proper commercial."
Divisive Audience Sentiment
While the Dutch McDonald's ad was largely criticized, the response for some AI-assisted holiday ads has been more mixed.
For instance, a recent AI-generated Christmas spot from another major brand according to analysis received a 61% "favorable response" from online commenters.
However, several companies have likewise faced scrutiny for employing AI in advertising. Luxury fashion house Valentino, for example, was lambasted for advertisements that some described as "low-effort" and "disturbing".
The episode illustrates the ongoing debate within the marketing and production sectors about the balance between new tools and creative integrity.
