The global fast-food chain has pulled a holiday advertisement created with Artificial Intelligence following facing considerable criticism on social media.
The brief ad was developed using generative AI clips and was first uploaded on the YouTube channel for the Dutch branch of McDonald's on 6 December.
Audience Criticism and Removal
Following its publication, commenters denounced the use of AI in the film. A number of described it as "creepy" and "awkwardly stitched together".
"This experience represents an important learning as we investigate the effective use of generative technology," commented a representative from McDonald's Netherlands.
The commercial was produced for the brand by Netherlands-based agency TBWA\Neboko and American firm The Sweetshop. It showed various situations that might go awry during the Christmas break, using the tagline "the worst time of the year".
The Trend of AI Commercials
Commercials that feature AI tools have become a growing trend among major brands, notably for the holiday period.
- Another beverage giant has similarly released back-to-back AI-generated holiday ads.
- Technical Challenges: Because videos produced with generative AI are susceptible to become unstable the more extended they are, the majority of AI video outputs tend to be roughly six to 10 seconds in length.
- Industry Concerns: The ad also raised fears about job displacement in the production sector, with some commenters stating it could reduce work for production staff.
Response from the Creators
Following the ad being taken down, a producer's head, Melanie Bridge, defended the project.
She stated, the creation required "over a month and a half" and involved producing "numerous versions" which were then edited afterward "in the same way we would on any traditional production".
"This wasn't just an AI gimmick," she commented. "It was a proper commercial."
Mixed Audience Sentiment
While the Dutch McDonald's ad was mostly criticized, the response for some AI-assisted holiday ads has been varied.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a significant "favorable response" from viewers.
However, various brands have also received criticism for employing AI in their campaigns. Luxury fashion house Valentino, for example, was criticized for ads that critics described as "cheap" and "disturbing".
The situation underscores the ongoing debate within the advertising and production sectors about the trade-off between new tools and creative integrity.
