The global fast-food chain has removed a Christmas advert made with Artificial Intelligence following encountering widespread online backlash.
The 45-second film was produced using AI video tools and was originally published publicly for McDonald's Netherlands on 6 December.
Social Media Response and Removal
Following its publication, audiences online criticized the employment of AI in the advert. Many labeled it "disturbing" and "jarringly assembled".
"This moment is an important lesson as we explore the effective application of generative technology," said a statement from McDonald's Netherlands.
The advert was produced for the brand by Netherlands-based agency TBWA\Neboko and US firm The Sweetshop. It portrayed various situations that often go badly over the holidays, with the slogan "not the most wonderful time of the year".
A Growing Trend of AI in Advertising
Adverts that include AI tools have become a growing phenomenon among major corporations, particularly for the holiday campaign season.
- Coca-Cola has also released back-to-back AI-generated Christmas ads.
- Technical Challenges: As clips created with generative AI are susceptible to distort the more extended they are, the majority of such clips tend to be roughly a few seconds in length.
- Broader Implications: The video also raised worries about the replacement of human roles in the creative sector, with some critics pointing out it could negatively impact work for production staff.
Defense from the Creators
After the ad being taken down, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the development required "seven weeks" and involved creating "thousands of takes" which were then edited in post-production "in the same way we would on any traditional production".
"This was not an AI gimmick," she said. "The result was a proper commercial."
Mixed Public Reception
While the Dutch McDonald's ad was largely panned, the response for some AI-generated holiday ads has been varied.
For instance, a recent AI-generated Christmas spot from another major brand reportedly received a significant "favorable response" from the public.
However, several companies have likewise received backlash for employing the technique in marketing. Luxury brand Valentino, for example, was lambasted for ads that critics called "low-effort" and "disturbing".
The situation highlights the ongoing debate within the advertising and production industries about the trade-off between new tools and creative integrity.
