The global fast-food chain has pulled a Christmas advert produced using AI after encountering significant public disapproval.
The brief film was created via generative AI clips and was initially released online for McDonald's Netherlands back on 6 December.
Social Media Criticism and Removal
Soon after it aired, viewers on social media criticized the employment of AI in the film. Several labeled it "uncanny" and "awkwardly stitched together".
"This moment represents an important learning as we investigate the proper application of Artificial Intelligence," said a spokesperson from McDonald's Netherlands.
The advert was produced for the brand by Dutch agency TBWA\Neboko and American firm The Sweetshop. It depicted a series of situations that can go wrong during the festive season, under the tagline "the most terrible time of the year".
The Movement of AI in Advertising
Adverts that incorporate AI tools have emerged as a increasing phenomenon among large companies, notably for the holiday season.
- Another beverage giant has recently released back-to-back AI-created Christmas commercials.
- Inherent Limitations: Because videos produced with generative AI are more likely to become unstable the more extended they are, most AI video outputs tend to be only a few seconds in length.
- Industry Concerns: The ad also sparked fears about the replacement of human roles in the production industry, with some commenters pointing out it could affect opportunities for production staff.
Defense from the Creators
Following the video's removal, The Sweetshop's chief executive, Melanie Bridge, defended the advert.
She stated, the development took "over a month and a half" and involved producing "thousands of takes" which were then shaped during the edit "in the same way we would on any high-craft production".
"This wasn't an AI gimmick," she said. "It was a finished piece."
Divisive Audience Sentiment
While the Dutch McDonald's ad was mostly panned, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated holiday ad from another major brand reportedly received a 61% "positive sentiment rating" from online commenters.
However, several companies have likewise received scrutiny for employing AI in advertising. Italian brand Valentino, for example, was lambasted for advertisements that critics called "low-effort" and "uncanny".
The incident illustrates the ongoing conversation within the marketing and creative industries about the balance between new tools and creative integrity.
