The global fast-food chain has pulled a Christmas advert created with generative AI following facing widespread online backlash.
The short film was created via AI-generated video and was initially published online 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 commercial. Several described it as "creepy" and "awkwardly stitched together".
"This incident is an valuable learning as we investigate the proper use of Artificial Intelligence," commented a spokesperson from McDonald's Netherlands.
The commercial was developed for McDonald's by Netherlands-based company TBWA\Neboko and US production company The Sweetshop. It portrayed a series of scenarios that can go wrong during the Christmas break, under the theme "the most terrible time of the year".
The Trend of AI Commercials
Campaigns that incorporate AI tools have become a increasing trend among large corporations, particularly for the Christmas campaign season.
- Another beverage giant has also released consecutive AI-generated holiday ads.
- Inherent Limitations: Since segments created using current AI video tools are prone to become unstable the longer they run, the majority of such clips tend to be roughly a few seconds in length.
- Industry Concerns: The video also raised concerns about job displacement in the advertising industry, with some critics noting it could reduce opportunities for production staff.
Response from the Production Company
After the video's removal, The Sweetshop's CEO, Melanie Bridge, stood by the project.
Bridge claimed, the creation required "seven weeks" and involved creating "countless iterations" which were then edited afterward "just as we would on any standard production".
"This wasn't an experiment," she said. "We consider it a finished piece."
Mixed Public Reception
While the Dutch McDonald's commercial was mostly criticized, the reception for other AI-generated holiday ads has been divisive.
For instance, a consecutive AI-generated Christmas spot from another major brand according to analysis received a 61% "positive sentiment rating" from online commenters.
However, various brands have also received criticism for using AI in advertising. Luxury fashion house Valentino, for example, was lambasted for ads that critics described as "cheap" and "disturbing".
The episode underscores the evolving discussion within the marketing and production industries about the balance between new tools and audience reception.
